Story
FAB9 is a makerspace startup in Melbourne Australia, founded with the mission to democratize access to making. Through a monthly subscription, FAB9 offers high-end prototyping equipment to members, creating a new type of shared workspace that fosters community, culture and connections around making.
Challenge
As a startup, FAB9 needed a brand from scratch, one that represented its mission, vision, and values. It was essential that the identity appealed to both experienced and new makers alike, the duality of capturing the technological aspect of the product whilst being approachable and inviting.
Outcome
Our strategy was to create a brand that is dynamic, scalable and democratic. The visual identity is versatile, flexible and adaptable, capturing the diversity of FAB9 members, the community and their creations.
Client
Category
FAB9
Brand Identity
My Role
Founding Creative Director
Internal team
CEO & Co-Founder
Creative Director
Copywriter
Design Assistant
Hans Chang
Ying Zhang
Genevieve Callaghan
Geunyu Kim
External team
Brand Studio
Creative Director
Creative Director
Designer
Developer
Copywriting Studio
Strategy Director
Editor
U-P
Paul Marcus Fuog
Uriah Gray
Will Neil
Jake Bonin
The Good Copy
Melissa Ross
Meredith Forrester
My Contribution
I was the first hire and the Founding Creative Director, helping to shape the company's vision, mission and leading the development of the brand and communication strategy and core positioning. Building the brand from scratch (0-1), I was responsible for all creative outputs, including visual identity, digital, social, photography, video, collateral, merchandise and physical assets. I scaled the team from 3 to 12 and helped to raise $370,000 to fill the seed funding gap.
Visual Identity
We chose GT Cinetype as the brand's master typeface for its mechanical precision. At smaller sizes, the typeface presents as a normal, rounded typeface; scaled up, it reveals faceted edges. We developed a set of icons based on the qualities of the typeface that can be applied to signage, wayfinding, marketing collateral and other communications. The muted yet varied color palette is inspired by the works of the famed industrial designer Dieter Rams.
Photography Style
Machines and technology can be intimidating, especially for those that are not familiar with them. We thought about how to make FAB9's machines appear more inviting and intriguing by developing a photography style that featured close-cropped shots that show the machines from a new perspectives, encouraging viewers to look closer. The images are set against colored or textured backgrounds with a muted palette, to create a calmness and stillness. This approach brings a sense of warmth to the machines and counteracts the messiness and creative chaos often found in makerspaces.
Collateral & Merchandise
Digital and physical assets, including stationery, social media and presentation templates, email communications and OOH showcase the versatility, scalability and flexibility of the visual identity. We created a mascot as part of the brand identity to better connect with younger audiences, adding a human, humorous, and memorable quality to the brand, bringing more personality to the FAB9 brand.
Website
We aimed to create a website that would serve as a comprehensive hub for FAB9's offerings, allowing users to easily view and reserve machines, schedule tours of the space, and sign up for classes. The broad and shallow site navigation facilitated at-a-glance viewing, effortless browsing and quick access. As a new startup, building trust with users was crucial; the website's simplicity and ease of use contributed to this. Visually, the website extended the brand, promoting consistency and cohesion.
Reflections & Key Learnings
Being part of a startup was exciting and rewarding. Eager to add immediate value, I zeroed in on tactical execution, which initially limited my appreciation of the strategic vision. This experience taught me the importance of balancing speed with quality in a fast-paced, dynamic environment. whilst maintaining a strategic outlook that is essential for driving growth.
I’m proud of the high-quality output we achieved, consistently meeting and exceeding objectives. Being part of a startup confirmed I'm a builder at heart, thriving in fast-paced environments where I can make significant impact.
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