Fable
Highlighting newfound opportunities made possible by digital transformation.
Industry
Technology
What We Did
Brand Foundation & Strategy, Creative & Design
The need for digital transformation has taken the business world by storm, but efforts often fail trying to find the right engineers for each project.

The pressure for change has surfaced freelancing as a solution to bridge this gap. However, businesses and freelancers alike still face difficulties sourcing and managing projects effectively. Fable is a new type of platform to match digital projects with the most suitable and customized engineering team available. When Fable’s team built their platform, they recognized that traditional IT outsourcing often fails because of poor project management, and thus made support for both clients and engineers a hallmark of their process. 

To ensure the quality of their work, Fable teamed up with top-notch engineering partners to expand their talent pool and areas of expertise. With this strategic approach to IT outsourcing, Fable is a frontrunner in sensing industry trends and providing superior digital transformation consultation. But even an industry frontrunner requires a strong brand identity to stand out and shine in a crowded market.

More info
Our approach
Our team set out to help the market recognize and understand Fable’s solution for IT freelancing.
We interviewed Fable’s business partners and engineering partners, held a co-creation workshop with employees, and developed a clear positioning for the brand, “able with Fable,” to highlight businesses’ and engineers’ newfound opportunities made possible by working with Fable. Technically speaking, Fable is a digital enabler—it helps partners capture 21st century growth opportunities through the power of digital transformation. But we wanted “able with Fable” to also emphasize the brand’s emotional benefits. 
Result
Fable provides the trust and flexibility that partners hope for (and traditionally lack) when initiating IT outsourcing projects.
In our messaging and design, we aimed to showcase Fable’s passionate and human approach while playing on the IT industry’s technical nature. The logo design uses an “f” reminiscent of mathematical equations (e.g., f(x) = …) and different font for “able” to highlight Fable’s formula for success and partners’ newfound capabilities. Fable’s website design features handwritten text, uses light blue tones, and references the logo’s gentle curves to humanize IT outsourcing’s techy side. Our messaging mimics the logo’s structure and plays on Fable’s formula (suitable x customizable x actionable x reliable) to help partners realize the full breadth and depth of Fable’s IT outsourcing solution.

Facing transformation? Let’s explore together.

Ready for a brand refresh?

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