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Profile


Fable is an award-winning design consultancy based in Singapore. We are strategy-centric and adhere to a creed that imbues clarity, purpose, and excellence in our work. Our creative output, which includes compelling brand identities, custom typography, and persuasive campaigns, are extensions of strategic narratives and disciplined artistry.


Fable Type Foundry creates retail and custom typefaces for digital and print.



Recognition


We are recognised at established international design competitions such as the prestigious British Design & Art Direction Awards (“D&AD”) , Art Directors Club, and the Tokyo Type Directors Club. We have also served on the jury panel of D&AD Awards, Adfest, ASPaC, and more.

We believe in constructive dialogue and are frequent speakers at events and portfolio review sessions both locally and internationally, including D&AD, DesignSingapore, -ing Creatives, PechaKucha, etc.  

Our works have also been recognised at platforms such as Monocle, Asia Pacific Design, The Straits Times, It’s Nice That, AIGA Eye on Design, The Brand Identity, BP&O, and over hundreds of other features around the world.




Our Services


Here’s what we offer ︎︎︎
Art Direction

Brand Guidelines

Brand Identities

Brand Positioning

Brand Strategy

Communication Strategy

Copywriting

Creative Direction

Editorial

Exhibitions

Illustration
Infographics

Marketing Campaigns

Motion Graphics

Packaging

Photography & Videography

Print

Set & Retail Design

Spatial Concepts

Type Design

Visual Systems

Wayfinding



CREED

THIS IS THE WAY


Approach and Artistry


We observe, research, and conceive concept-driven ideas and intelligent designs for progressive brands and forward-thinking clients. We strive to be both timeless and relevant by being informed and considered. Every brief has to be approached with design sensibility and sensitivity. This is achieved through intuition, thought, and intention.


Maximinimalism


Our creative output can span minimalistic restraint to maximalist excessiveness. We have an approach, not a singular design style. What we create depends on the brief, target demographic, takeaway message, and intended impact.  


Thought and Clarity


We believe in timelessness over trends, value over noise. Creativity is part of a bigger construct, not the sole entity. We believe in staying true to our partners and ourselves. Clarity requires discipline, humility, and the willingness to listen. This can only be achieved by removing hidden agendas and ambiguous conversations, which leads to meaningful and lasting working relationships.



Work with Work,
Not Words


We are the anti-thesis to the insular, muddled, and convoluted way of communication. We create our work with impactful thought and execution. If you need a million words to deliver a great idea, that idea isn't that great anyway. We prefer to let our actions and work speak for us. Drive – wanting to create the best work for each project. Discipline – taking care of yourself to deliver. The way you live your life and carry yourself is a reflection of your work. We subscribe to Gegenpressing. It is what keeps us together as a team and drives us forward.

No Divas.
Great Ideas Only.


We believe that talent is a subset of hard work. We enforce extremely high standards with a zero bullshit, no ego policy. We put efforts in staying humble, being well-mannered, and maintaining professional respect at all times. We are strongly against passive-aggression, condescending behaviour, and other ill-mannered conduct, including sexism, racism, etc. We will never condone self-entitlement and disrespect in the workplace.  


Pride & Risks


We take risks to achieve creative excellence. We work with individuals, businesses, and communities big or small around the world to create the best work of our lives.