Fab brandbook

 — Projects - Branding & Content - Fab.com

This is one of my last projects for Fab.com and it’s also one of my favorites. As the company was experiencing an identity crisis, we put together this book to remind the team of what made the brand special in the first place. The concept of “Happy Modern” came from a presentation I created, and this book grew from there.

Fab portfolio

 — Projects - Branding & Content - Fab.com

From 2011 – 2104, I was Fab.com’s founding Editorial Director and Senior Content Director.  I created the company’s brand voice and built the Editorial department. In addition, I oversaw branding and storytelling across the site, including brand publishing projects, email promotions and product launches. Click here to see samples of promotional and branding projects.

Meet your makers—Branded content project for Fab

 — Projects - Branding & Content - Fab.com

I worked at Fab.com for three years, and it was an incredibly rewarding experience. One of my favorite projects was this little miniature magazine we made in 2013. (Thank you Bradford!) It features the stories of ten designers and artists who worked closely with Fab in its first two years. The concept behind each story is based on the number 10 (because it’s magical…).

I had the honor and pleasure to conceive the angle for each article, write most, and even source and concept photos with the subjects. It meant many wonderful conversations and meetings (Milton Glaser! Tom Dixon!) and lots of inspiration. These are small and large success stories of people who believed in something and worked hard for it. They have bad days and good days, like all of us. And I’m happy I got to share them.

Gucci – Indy Handbag Press Release

— Client: Gucci — Branding & Content - Fab.com

Once again, Frida Giannini, Gucci’s Creative Director, has created the must-have bag of the season. The Indy bag for spring-summer 2007 is a luxurious and highly crafted bag that introduces a new signature handle for Gucci. The lean and graceful Indy bow handle draws its inspiration from the steering wheels of vintage sports cars. Its slender, arched proportions enhance the bag’s soft and lavish appeal, designed with a nod the original iconic 50’s Hobo handbag.

The ultra-light beech-wood handle is entirely handcrafted. It has been curved by hand through the use of a special, innovative technique and covered with leather and two metal plaques engraved with the Gucci signature. The visible seaming provides a beautiful, artisan touch.

Luxurious details and precious materials such as bamboo and leather tassels, further heighten the bag’s exclusivity. These are juxtaposed with contemporary touches: eight shining metal plaques are applied to the corners of the bag to reinforce its shape. The Indy is rendered in a variety of materials, including python, crocodile, and the new kaleidoscope embroidery, creating a versatile range of styles. The bag comes in two sizes (large and medium), while the strong and graphic color palette includes red, black and silver.

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Karl Lagerfeld Press Release

— Client: Karl Lagerfeld — Branding & Content - Fab.com


“The fact that we show KARL LAGERFELD and LAGERFELD COLLECTION together is a very different approach. There are no second lines; there are just different lives of one label, one spirit and one design identity.”

–Karl Lagerfeld

The launch of KARL LAGERFELD and LAGERFELD COLLECTION marks a watershed moment in fashion. It’s the first time Karl Lagerfeld is designing a New York-based label and it’s his first foray into menswear in the United States.  The concept of mixing collections on the runway is a modern way of showing clothes that mirrors the way people dress today.

KARL LAGERFELD is a young, fresh and streetwise collection for men and women that exudes the energy of New York City. It’s a lower priced line with high-end design. The clothes are effortless and versatile. The fall collection marks a return to tailoring, with innovative details and a play on volume and proportion. After the highly successful capsule collection that was launched for spring, this season marks the real beginning of the label.

LAGERFELD COLLECTION is the evolution of Lagerfeld Gallery, Karl Lagerfeld’s 22-year old independent luxury collection.  Its directional design and sophisticated urban aesthetic compliments the Karl Lagerfeld collection. For fall, the emphasis is on luxurious, hand-finished details and strong, modern shapes. Both collections are expressions of the same inspiration and starting point.

Gucci Ginza Press Release

— Client: Gucci — Branding & Content - Fab.com

This fall, Gucci presents its most striking and luxurious retail destination yet. Gucci Ginza, the first ever Gucci flagship to be housed in its own building, is a remarkable eight-floor glass tower that has been conceived specifically to compliment Tokyo shopping culture. It is an innovative expression of modern Gucci glamour that ushers in the label’s new design era and continues the Gucci legacy of unparalleled shopping.

A breathtaking first impression is created by the building’s light-infused exterior. The multi-dimensional glass façade, made exclusively for Gucci Ginza by James Carpenter Design Associates, is composed of two layers of hanging glass panels. While one layer is clear, the other is cast in a bronze hue, creating an illuminated glow. At night, the tower radiates with a light installation by artist Shozo Toyohisa.

Entering the store, the customer is immediately struck by the new vision of the Gucci universe. Creative Director Frida Giannini has worked with designer William Sofield to create a light, warm and intimate aesthetic that fuses classic Gucci elements with a modern spirit. The color theme is based on gold and silver shades framed by natural light and softly glowing wall panels. Signature materials like rosewood and mohair velvet upholstering are lighter in color, while the iconic travertine has a richer, warmer hue. The hard glow of glossy metals has been replaced by softer, more natural surfaces. Accents of brushed nickel and gold in the Gucci web pattern are a nod to the retro façade of the New York store in the 1970s, while carpeting picks up the classic cursive Gucci logo.

The sense of luminous luxe continues throughout the store. The floors are linked by a grand staircase of ribbed glass, which echoes the buildings exterior, while a glass and rosewood elevator features an inviting velvet mohair bench. High-tech touches include a video directory and interactive videos.  The lower level hosts the men’s world, which features ready-to-wear and accessories. The ground level showcases Gucci’s most luxurious accessories including made to order precious skin handbags, a service being reintroduced initially only in Japan.  The second and third floors are devoted to Gucci’s women’s collections. Ready-to-wear and accessories are presented on the second floor while fine jewelry, runway fashion and accessories, including evening wear and evening accessories, are featured on the third floor.

Throughout the store, visitors are introduced to the new Gucci shopping experience. Customers receive an unparalleled and luxurious combination of personal service and attention to detail, elevating the shopping at Gucci to a veritable selling ceremony.  The store showcases carefully conceived details, such as Guccissima leather change trays, credit card folios, shoehorns and poles designed for the salesperson to theatrically reach the handbags from the monumental handbag display, which is signature to Gucci stores past and present.  In what will become a new Gucci signature, handbags will be presented with a flourish on special leather roll out pads inspired by those originally used at Gucci’s first store in Florence. Gucci robes monogrammed with the original Guccio Gucci’s script signature add elegance and comfort to the changing rooms. A customer center for after-sales services on the sixth floor guarantees the total Gucci luxury experience.

One of the most distinctive features of the store is Gucci Cafe on the fourth floor, which contributes to the overall luxury experience by providing an elegant environment to relax in between shopping. The café serves a menu especially designed for Ginza, along with special touches such as exclusive Gucci chocolates. In the café, a magnificent collage mural rendered in a Japanese lacquer technique by artist Nancy Lorenz, is composed of gold and silver elements with Gucci bamboo accents, referencing one of Gucci’s most famous and beloved symbols.  The light and airy café opens up to a grand view of the Ginza cityscape.

The sixth floor introduces the first Gucci Gallery, which will open with a special exhibition celebrating the “Gucci by Gucci” book commemorating the label’s 85th anniversary featuring historical objects from its archives. The top floors of the building are crowned with a roof terrace and a dramatic event space.

Gucci Ginza is a testament to the Gucci brand’s enduring legacy of luxury and an incomparable international shopping destination.

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Gucci Menswear Press Release

— Client: Gucci — Branding & Content - Fab.com

Urgency, passion and sensuality fuels John Ray’s Gucci Menswear Fall Winter 2006- 2007 collection. Refined materials meet rugged textures. The confident clash of opposites creates a youthful, sexy look. Feminine details are grounded by strong, masculine elements. Influences from modern folk rock are mixed with notes from historical paintings. Movement and fluidity is key. Long and dramatic coats feature pure and angular shapes in the front. The back opens up with sweeping pleats and volume. Shiny mohair, rich cashmere and alpaca have a worn softness. Layers add depth to the textures. Skinny pants in classic pinstripes, dogtooth, checks and herringbone are rooted in heavy boots with thick cashmere socks. Semi-sheer ruffled shirts in crinkled voile are worn over jersey t-shirts or under rustic wool flannel.  Cashmere and mohair knits in blown-up checks and dogtooth patterns are thick and slightly tufted. Broken in textures give character to the garments. Washed leather biker jackets add a rougher edge. Scarves are tied around the waists and wrists, braided strips of lace become a belt. Iconic Gucci elements have been reinterpreted and transformed. Re-colored archive prints occur in cotton voile shirts and madded silk scarves. The horse-bit adorns the leather straps of a soft motorcycle boot. The Gucci crest is enlarged for cashmere scarves and shrunk for shirt prints. Dressy details like feathered neckpieces with jet beads are worn with simple t-shirts. Frothy lace collars peek out of double-breasted velvet blazers. The colors are rich and moody: Deep purples, dark reds, midnight blue and black. It’s the wardrobe of a sophisticated rebel with an original voice. It’s irreverent and strong, luxurious and pure. It’s the unconventional mind of John Ray.