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 Series B ambitions and positioning it as the trusted partner for young parents navigating life insurance, wills, and financial planning. As the first design hire and Brand Design Director, I led the end-to-end rebrand and built the creative team to bring it to life within nine months.
Opportunity: We saw a unique opportunity to break from the cold, jargon-heavy tone of traditional financial services. By speaking directly to the realities of new parenthood — the chaos, exhaustion, vulnerability, and desire for security — Fabric could become the brand families not only understood, but genuinely felt understood by.
A Human, High-Impact Brand That Connected With Parents—and Powered Fabric’s Growth
Team:
Cristina Vásquez
Eric Starlow
Nicholas Davidson
Gennevive O’Keefe
Jesse Stanton
Nishant Mani
Daria Lupinacci
Four Flights up
Solution: We built a warm, human brand designed around real family life. A modern, optimistic identity paired with candid, imperfect photography captured the honest texture of parenthood. A witty, straightforward voice made financial planning feel clear and unintimidating. The redesigned website and product experience simplified life insurance and wills into intuitive steps, helping parents make decisions with confidence. The system extended cohesively across all marketing and product channels.
Results: The rebrand launched in nine months and played a key role in supporting Fabric’s successful $18M Series B. The identity proved exceptionally durable — remaining in place for nearly four years and continuing through Fabric’s acquisition by Gerber Life in 2022. Its longevity reflects the clarity, relatability, and lasting relevance of the brand system we built.
App Store video
In-store explanatory video for users to get a preview of the product and to get a sense of flow and application process for Life Insurance, a Will and what Vault looked like.
