Modernising brand image for tech-focused marketing

Chapter & Fable

The brief

Chapter & Fable is a tech-focused marketing agency specialising in strategy, content marketing, marketing automation, and CRM. They help ambitious brands make stronger connections with their target audiences, maximising the opportunities of digital technology and tools to create profitable growth. 

madeby.studio were enrolled to help create the new brand identity for Chapter & Fable, previously known as Content Labs. Our task was to realign the brand for a digital-first world, creating an identity that Chapter & Fable would be recognised with and use across their various online platforms.

The bold storytellers

Chapter & Fable’s core approach is embedded within storytelling, hence the name. This has always been a recognised marketing technique in the corporate environment, but Chapter & Fable bring this sentiment into the modern era. Their marketing combines storytelling with data and customer insight, and is rooted in strategy and is measurable. This approach was at the centre of the rebrand - focusing on structure, data and engagement through shapes and colour.

Personality through colour & shape

The brand identity was all about creating an exciting, vibrant face for the company. We worked to create a range of gradient palettes that can be used across brand touch-points to stand out from competitors. A fine balance of white space, minimalistic typography and bold gradient and shape patterns was required to reach the desired outlook. The stacked triangles connote a stable, reliable structure, contrasted with swooping gradients and thin lines expressing movement, fast-pace and evolving ideas. These are the emotions and expressions that relate to the brand’s core approach.

Vibrant & engaging pitch deck

After completion of the brand style, we rolled out the identity into the everyday documents which are used to help the business grow. We created template styles for a pitch deck and report which can be used by Chapter & Fable to win new clients, and propose solutions and ideas. We created a range of pages that can be used interchangeably to create the perfect pitch deck for specific clients, featuring infographics, diagrams, team pages and written content styles.

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