Fabric: Transforming a Fintech Startup Into the Financial Partner Parents Actually Trust
Challenge: Fabric, a fintech startup helping families plan their financial future, needed a brand capable of supporting its next stage of growth and positioning it as a trusted partner for young parents navigating life insurance, wills and financial planning.
As the first design hire and Director of Brand Design, I led the end-to-end rebrand and built the creative team to bring it to life within nine months.
Opportunity: We saw an opportunity to break from the cold, jargon-heavy conventions of traditional financial services. By speaking directly to the realities of new parenthood — the chaos, exhaustion, vulnerability and desire for security — Fabric could become a brand families not only understood, but genuinely felt understood by.
Solution: We built a warm, human brand around the realities of family life. A modern, optimistic identity paired with candid, imperfect photography captured the honest texture of parenthood, while a witty, straightforward voice made financial planning feel clear and unintimidating.
The system extended from brand and marketing into the digital product experience, simplifying complex decisions around life insurance and wills and creating a cohesive experience across every interaction with Fabric.
Results: The rebrand launched within nine months as Fabric entered its next stage of growth, including an $18M Series B. The identity remained in place for nearly four years and continued through Fabric’s acquisition by Gerber Life in 2022, demonstrating the durability of the system as the business evolved.
Building a Brand Around Real Family Life
Team:
Cristina Vásquez
Eric Starlow
Nicholas Davidson
Gennevive O’Keefe
Jesse Stanton
Nishant Mani
Daria Lupinacci
Four Flights up
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