Fabletics Rebrand

ACCOMPLISHMENTS

During my time at Fabletics, I helped build and lead the in-house creative team from the ground up, working directly with the CMO to reimagine the brand’s identity across every touchpoint—from product to packaging, ads to in-store. One of my proudest contributions was spearheading the full visual rebrand of Fabletics, setting a bold new creative direction that fused fashion with performance and brought our “where fitness meets fashion” mantra to life in a tangible way.

I led the development of the brand’s comprehensive brand book and creative style guide, defining everything from voice and tone to color systems, typography, photo direction, and design philosophy. These tools became the north star for internal teams and external partners, ensuring consistency across every platform and piece of content. The tone? Confident, playful, and aspirational—just like our customer.

The retail rebrand extended to all physical environments, where I art directed everything from store signage and window displays to hangtags and packaging. Yes, even that glowing handwritten neon sign that greets you in every Fabletics location—that’s my design.

I also managed the creative request workflow across departments, optimizing the process from intake to delivery while mentoring designers and overseeing execution at every stage. Every decision was rooted in strategy, ensuring that the creative didn’t just look good—it performed.

Together, this work helped evolve Fabletics from a startup into a globally recognized active-lifestyle brand with a fashion-first edge. It’s one of the projects I’m most proud of.