Fabled

Fabled is an online platform where kids can create and share stories. We helped shape the vision for the product, validate ideas for the first version, created the Fabled brand identity, and designed and built the web application.

Illustrated Yeti character for Fabled

Laura Hamm came to us with a real buzz about her idea, having done some early prototyping using Whatsapp to simulate key elements of her vision for the Fabled app. We spent a day at our studio in Manchester working out what a minimum viable product would look like.

Sticking notes to the wall during a pathfinding workshop for Fabled kids’ story telling platform.

We created the Fabled brand and worked with Jane Bowyer to produce a collection of imaginative illustrations for sparking story ideas.

The Fabled logo uses a simple shape hinting at the forms found in a bookmark — shown here red on white.
The Fabled logo uses a simple shape hinting at the forms found in a bookmark — shown here without the logotype and in white on red.
Illustrated trees, used as inspiration in the Fabled digital product.
Illustrated house used as inspiration in the Fabled digital product.

The technology platform is designed to allow us to move quickly and work in a modular way as we learn what works and adjust course.

A visually rich and inspiring experience is just as important as the features and functionality, so we started with a strong visual system that we can expand upon as the application develops.

Brand guidelines for Fabled.

Fabled is becoming more than a digital product. It’s about inspiring kids to play and create, listening to them when they do, and celebrating their creativity to help it thrive.

Physical story starter cards combining the Fabled branding with illustrations for inspiration.
Fabled story starter “cards” used in the digital product’s user interface.

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