Fabled

For Fabled — an online platform where kids can create and share stories — a visually rich and inspiring experience is just as important as it’s functionality, so we started by designing a visual system that we can expand upon as the application develops.

We created a brand identity with a library of inspirational illustrations produced by Jane Bowyer, and built the minimum viable product as a web app. The technology platform is designed to allow us to move quickly in the early stages whilst working in a modular way to account for future development.

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