Rather than relying on industry-specific imagery to define the brand, the gradients provide a flexible foundation.
True brand transformation isn’t decoration; it’s direction.
The studio is a thriving creative clubhouse for like-minded people.
The reef is a natural ecosystem known for its strength, complexity and life-sustaining connectivity.
Each ‘+’ is simple on its own, but together they form a connected system – just like the people, ideas and skills that drive the work at Reef + Partners.
Rather than overpowering the content, the interface supports it, allowing the work, ideas and insights to take centre stage.
Fable&Co. has rebranded TQA, an AI and automation consultancy, to better reflect its evolution into an agentic AI authority. The new identity uses dark, atmospheric foundations with luminous gradients and glass morphism to convey intelligence and adaptability. The rebrand includes a full strategic and visual overhaul, anchored by the TWK Everett typeface and a modular grid system designed for scalability.
The Brand Identity interviews Ross Davison, Creative & Managing Director of Fable&Co., about the studio’s 10-year milestone and its comprehensive rebrand. The refreshed identity reflects the studio’s evolution toward strategic, thoughtful creativity, featuring bold typography, a monochrome palette, and a focus on clarity and confidence. Davison discusses the challenges of rebranding their own studio, their sector specialisation, and the cultural direction shaping Fable&Co.’s next chapter.
Fable&Co. created a new brand identity for property developer Reef + Partners, inspired by the structure and connectivity of natural reefs. The identity features a modular ‘+’ pattern symbolizing collaboration, supported by minimalist typography and subtle motion. The project extends across print and digital applications, reflecting the brand’s focus on regeneration and community connection.
Fable&Co has rebranded the University of Leeds’ School of Design, creating a visual identity anchored by a comprehensive grid system that balances creativity and structure. The new identity uses geometric forms, a restrained color palette, and a typographic pairing of Suisse Int’l and JHA Times Now to reflect the school’s blend of legacy and innovation. The result positions the institution as a forward-thinking leader in design education.