Rapid brand transformation that enabled viral DTC growth
PROJECT OVERVIEW
Fable Home, a DTC homeware and lifestyle brand launching during the pandemic, needed strategic brand foundations that could support ambitious growth goals. As founding Creative Director, I built scalable creative operations, pioneered content strategy frameworks, and delivered comprehensive brand systems that positioned Fable for success in global markets. My work enabled the brand to outperform weekly revenue targets by 25% while establishing the creative infrastructure that supported viral growth.
Role: Creative Director (June 2020 - June 2021)
Responsibilities: Creative Strategy & Direction, Global Creative Operations, Content Strategy & Frameworks, Cross-Country Team Building, Performance-Driven Creative Integration, Brand Positioning & Identity
KEY IMPACT
25% above weekly revenue targets via integrated brand/eCommerce strategy
5x Instagram growth from 20K to 100K followers
7.3x–9.2x campaign ROI through performance marketing integration
Tripled repeat purchase rate from 3% to 11.6% through strategic content
Global creative operations with reusable production processes across three countries
CHALLENGE
As a startup launching during the pandemic's shift in consumer behavior, Fable needed to establish strong brand positioning and build consumer trust from the ground up. With a young, undefined identity, the brand required strategic creative direction to appeal to design-conscious, socially conscious consumers who valued sustainability, authenticity, and wellness, while creating brand foundations that could support rapid scaling.
AUDIENCE INSIGHT
Research revealed that Fable's core audience, particularly Millennials and Gen-Z, prioritized sustainability, health, and ethical values in their purchasing decisions. This insight informed the creative strategy, which emphasized simplicity, mindful living, and everyday luxury—all while promoting a more sustainable lifestyle. Understanding these values was crucial for creating content and experiences that resonated authentically and drove both engagement and conversion.
STRATEGY
I positioned Fable as a premium, design-led brand with sustainability at its core, centered on "The Joy of the Everyday"—balancing aspirational design with accessible luxury. The strategy focused on building scalable creative systems that could maintain brand integrity during rapid growth while driving both acquisition and retention through systematic storytelling and performance-driven creative integration.
PROJECT EXECUTION
As founding Creative Director, I built Fable's creative strategy and operations from the ground up, establishing integrated systems that balanced creative quality with business performance across global markets.
Brand Strategy & Creative Operations
Developed comprehensive brand positioning and creative frameworks in partnership with Super Bonjour, establishing a distinctive creative vision that differentiated Fable in the premium lifestyle market. Created foundational brand guidelines, including language identity with "Ten Rules of Thumb," creative briefs, and production standards that enabled creative and marketing teams to maintain consistency while accelerating workflows. Sourced and managed strategic agency partnerships, including S.P.O.T. Productions in Portugal, coordinating creative direction across multiple vendors and countries. Built cross-country creative operations combining in-house specialists, freelance partners, and agency collaborations that enabled concurrent product launches across three countries while maintaining creative consistency and quality standards.
Creative Direction & Content Strategy Framework
Created systematic content frameworks around sustainability, product care, wellness, and design inspiration that drove Instagram growth from 20K to 100K followers. Pioneered "The Details Matter" campaign featuring brand films and photography that showcased sustainable craftsmanship, contributing to tripled repeat purchase rates and 7.3x–9.2x campaign ROI through performance-driven creative optimization.
E-commerce Experience & Lifecycle Marketing
Designed a comprehensive e-commerce experience that balanced aesthetic excellence with conversion optimization, creating a cohesive journey from brand discovery to purchase. Developed lifecycle marketing strategy, including themed email campaigns and product education content that deepened customer relationships and supported sustainable DTC growth beyond initial viral acquisition.
RESULTS AND IMPACT
The strategic creative transformation delivered measurable business outcomes: 25% above weekly revenue targets, 5x social media growth, and industry-leading repeat purchase rates. By building scalable creative systems rather than just managing increased volume, I enabled Fable to maintain brand integrity while achieving significant performance improvements, establishing the creative infrastructure needed for sustainable growth in the premium lifestyle category.
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Creative Direction, Brand Strategy & Design: Meredith Ann Brooks; Copywriting: Katie Nanton; Art Direction, Design: Victoria Hall; Marketing: Joe Parenteau, Kate-Lynn Merkowsky, Josephine Au; Web Development: Tina Lu; Product Development: Max Tims, Katie Elks, Cristy Caza.
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Graphic Design: Lizzy Watkins; Copy: Sacha Jackson; Retouching and E-commerce Photography: Geneviève Bonesso, Marc-André Dumas, and Christian Aires.
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(Canada) Super Bonjour: Brand Audit, Campaign Creative, Ecommerce Photography. Creative Direction: Vanda Dafri, Reanna Envoy. Campaign Photography: Mathieu Fortin, Campaign Videography Gerado Alcaine; Set and Prop Styling: Audrey St-Laurent; Producer: Yvonne Hercun; Studio: L ́Eloi. (Portugal) S.P.O.T: Brand Video and Photography Production. Producers: Ana Campos Neto, Joana Lima; Director of Videography: Luís Moreira; Gaffer: João Castela; Sound Recordist: Duarte Ferreira, Pedro Balazeiro; Sound: Duarte Ferreira, Photography: Filipa Alves
