Responses by Ross Davison, creative director, Fable&Co.
Background: Fable&Co was tasked with developing a unique brand proposition and identity for a new, high caliber co-working community in Brighton, United Kingdom called ‘The Projects.’ Offering a new level of quality and elegance to the South Coast’s thriving co-working scene, ‘The Projects’ aims to establish a meaningful and emotional connection with formidable creatives, ambitious tech entrepreneurs and enterprising startups.
Reasoning: The enterprising, collaborative community was aptly named ‘The Projects,’ as it was inspired and influenced by the type of work that our members are responsible for delivering. ‘The Projects’ ignites imaginative and experimental notions of creativity, delivered through teamwork and ambition. It’s a place of composure, tranquility and creativity—where great minds meet and ideas are shared.
Challenges: Finding appropriate murmuration images to use. It was imperative that these images displayed suitable shapes and movements to facilitate a suite of effective artwork montages. This was a painstakingly time-consuming part of creating this unique identity.
Favorite details: The collaboration displayed by the team at Fable&Co to bring this identity to life. This project has truly been a shining example of “beautiful things happening by working together.” Everyone involved has added something crucial to shaping the visual outcome—from brand strategy, creative narrative, messaging and copy writing to visual brand identity, marketing and advertising.
Visual influences: Brighton is regarded as a creative and eclectic city; locals and visitors alike are passionate about preserving the culture of this seafront metropolis. Located on the historical Ship Street and nestled between the upmarket Hotel Du Vin and the Walrus Pub, ‘The Projects’ is set across an elegant three-story townhouse. The space has also been diligently crafted by local designers, artists and architects, restoring the impressive seventeenth-century features.
Specific demands: The campaign would launch before the building work was finished. Therefore, there was no actual community, finished interiors or communal spaces available to photograph. We needed enticing assets to showcase throughout the pre-launch campaign, to show how the space would look, once completed. We then decided to commission a set of high quality 3-D architectural renders, which enabled us to effectively advertise and market the space prior to completion.