Fabian is an experienced copywriter, creative director, marketing and strategic brand consultant to businesses looking either to reposition their brands or for new ways to promote their products. Over the years, Fabian has worked for an extensive list of clients covering a wide range of industries - everything from aerospace through finance all the way to high tech.

The work he has done has involved him both creatively and strategically in the development and execution of advertising campaigns, in the creation of new and the development of established brands, and in the launching of new companies. He has written the marketing and business plans for new business ventures. He has formulated the marketing and positioning strategies for new and established businesses. He has named companies, built brands and managed creative teams. He has held the positions of Creative Director, Director of Marketing and Chief Marketing Officer.

TOMATO TOMATO

What fun we had with TOMATO TOMATO! We got to name the company, build the brand and create a launch campaign for this hip, west coast restaurant. Located in a somewhat sleepy semi-rural setting, we decided to position against the competition by taking a chic, urban approach. We created what we felt was a clever but likeable brand that didn't take itself too seriously and then went to town creating fun, attention-getting outdoor and newsprint ads for the launch campaign.

Brand Name & Logo/Slogan/Corporate Identity/Collateral/Print Ads/Outdoor

TOMATO TOMATO_"Soon" Ad

Print Ad/Billboard

TOMATO TOMATO_"Heart" Ad

Print Ad

TOMATO TOMATO_"Lips" Ad

Print Ad

Daisychain Maternity

Sugarbelly, a manufacturer of designer maternity support belts, was still in its infancy when it was decided the brand should be revisited. We renamed the company Daisychain Maternity, developed the new brand - logo, identity system and sales collateral - and wrote the slogan: "Love your Daisychain. It loves you." We wrote the company's business plan which was used to acquire the investment capital needed to finance start-up and, in the process, developed the broad marketing strategies for new business development; this involved, among other things, a revised business model that shifted the focus of the sales effort from wholesaling to brick-and-mortar retailers of maternity products to online, direct-to-consumer sales.
Brand Name & Logo/Corporate Identity/Slogan/
Packaging/Collateral/Website (content only)/Business Plan

Daisychain Maternity_Diva

Packaging

Daisychain Maternity_Denim

Packaging

onemosquito.com

We were assigned the task of naming the company, developing a brand and building the website for this start-up dotcom specializing in immersive imaging. At the time, the dotcom frenzy was still in full swing and immersive imaging was a brand spanking new technology, very avant-garde. The few players that had signed on were all positioning conservatively in order to establish credibility. Instead, onemosquito chose to distinguish its brand by adopting a style more appropriate to this new and, at the time, cutting-edge technology.

Brand Name & Logo/Corporate Identity/Website

onemosquito.com_Object Movies

Website

onemosquito.com_Panoramas

Website

Benino Gelato

A light, fun identity that screamed flavour but with a hint of sophistication and culture that whispered gourmet - that was our objective for Benino Gelato, an authentic Italian gelateria situated on the west coast of Canada. We started with the idea of three stylized scoops of ice cream. The trick was to set a high aesthetic standard while preserving the fun factor. Once we'd hit upon the graphic for the logo, the rest was easy. And, for the record, it's true what they say: "you don't have to be Italian". But it helps.

Logo/Slogan/Corporate Identity/Collateral/Print Ads

Gallop & Gallop Advertising

Two outdoor companies were talking merger. Gallop & Gallop had horizontal billboards; Omni had vertical. This first execution set the tone and established the premise for the merger campaign: a visual presentation of the concept "Seeing It Both Ways" using stereotypical ad imagery presented in a humourous but aesthetically pleasing way that cleverly linked the two formats. The plan was to run a series of such ads then add direct mail and billboard to the launch campaign for the newly merged company. The sad and shameful end to this story is that the merger didn't happen and this ad never saw the light of day.

Print Ad

Bareware Maternity

This successful online retailer of premium maternity and baby products needed a print catalogue along with a shift in brand positioning. The existing catalogue was being produced in-house, laser printed on a simple bond paper, folded and stapled to form a 5 1/2" x 8" booklet. Functional enough but a little too cut and paste for a retailer of high quality products for the discerning parent. So, we pumped up the volume just a tad with this 84 page, full-colour catalogue and gave it a clean, contemporary "Gap" look and feel to appeal to our client's audience of young sophisticates.

Print Catalogue.

MGI Software (PhotoSuite III, Platinum Edition)

For the launch of a new generation of MGI photo editing software, a product slogan was written - "Seeing will never be believing again." The PhotoSuite III, Platinum Edition - a product aimed at the serious, primarily male and tech savvy hobbyist - allowed us to have some naughty fun with the PhotoSuite model, a stunningly futuristic image of a digitally enhanced female face, by teasingly asking the question: "When was the last time you were digitally enhanced?"

Packaging/POP Brochure/Slogan

Playdium Entertainment Corporation

Playdium is an interactive gaming environment, a virtual world of excitement and adventure. At the time these ads were written, virtual reality was all the rage. So, an appropriately "happening" Playdium tagline was written - "It's more than real, it's virtually real." - and added to a series of humourous headlines that sought to capture the fun and frenzied spirit of the place.

Recruitment Ad/Slogan

SAP

The world's largest software company was having difficulty recruiting techies in Canada. SAP was perceived to be highly bureaucratic, hierarchal and autocratic by outsiders. In-focus groups conducted with SAP technical staff quickly demonstrated that SAP was anything but. Indeed, the SAP culture was entrepreneurial and democratic in spirit. The SAP environment placed a high value on both individual merit and collaborative effort and was quick to celebrate and reward accomplishment. These ads sought to realign people's perceptions and present SAP in its true colours.

Recruitment Ad

SAP ("Big on the Outside")

Recruitment Ad

The Nugget Group (SAP/IBM)

The Nugget Group, an IT placement firm specializing in placing SAP techies, needed R/3 consultants in a jiffy. It had run ads in major newspapers in both Chicago and Toronto to no avail and, now, was up against a hard deadline to fill positions. IBM needed SAP technicians in Chicago and it needed them yesterday. This ad, with its cleverly encoded headline, would mean little or nothing to the uninitiated but was a bullet to the brain of any R/3 specialist looking for a gig. Nugget got its people within days of the ad running and the client, IBM, got the techies it needed to get the job done.

Recruitment Ad

Lucent Technologies (AT&T/Bell Labs)

Lucent Technologies was a delightfully straightforward task. Very little research revealed a clear picture of a company whose history had been marked by achievements and technological innovation attained through painstaking research and development. The "1st" campaign seemed a natural way to talk about a company with such a long list of discoveries to its credit. A series of ads, proud but not boastful, drew attention to the company's many technological advancements. The last headline in the series asked futuristically: "What will be first, next?"

Print Ad