Every year, marketers and advertisers look to the Super Bowl as a proving ground for brand strategy. As these highly anticipated ads go head to head for consumer attention, brands must find a way to make their spot resonate, with some sticking to their tried-and-true methods and others ditching the formula entirely.
FABLE Branding + Advertising has completed its first work for the Virginia Lottery. The Lottery’s Holiday Campaign is traditionally the largest campaign of the year and includes tv, radio, point-of-sale, out-of-home, digital, and social. For broadcast, the Fable team collaborated with Virginia-based Cry Films and In Your Ear Studios. “With only ten weeks from briefing to completed campaign, we knew we’d have our work cut out for us,” said Fable CEO David Neale. “But the combination of this extraordinary Fable team plus our partners plus a terrific client made it possible. We couldn’t be prouder.”
FABLE Branding + Advertising has been selected as creative agency of record for the Virginia Lottery. Fable will provide strategic guidance and will create advertising for the Lottery, including tv, radio, out-of-home, point-of-sale, social media, and digital. “We like to think we have the coolest clients here at Fable and it doesn’t get much cooler than the Lottery,” said Founder and CEO David Neale. “The Lottery, with its mission of supporting public schools, is so important to Virginia, and we can’t wait to get to work.”
Every year, Richmond BizSense ranks companies in the Richmond area, based on average annual revenue growth over the previous three years. At last night’s ceremony, FABLE Branding + Advertising was named the fourth fastest-growing company in the Richmond area. “This team is remarkable,” says Founder + CEO David Neale. “There’s nobody around that works harder and smarter than these folks. This is such an honor and great acknowledgement for everyone’s hard work.”
The RVA25 trophy is the latest award for a team that has won Emmys, Cannes, One Show, Communication Arts, Radio Mercury Awards, Effies, and a “Saturday Night Live” parody. Fable provides branding, advertising, marketing, and media services to clients of virtually all sizes in virtually every industry.
FABLE Branding + Advertising has several new clients. Compassion Animal Project is a new, nationwide not-for-profit organization that will help fund life-saving treatments for pets. Fable will provide market research, brand strategy, brand messaging and identity, website, and creative. RoboKai is a robotics experience for kids 7 and older. Fable will provide research, strategy, and brand identity, as well as website, social media, and creative. Dr. Stephen Betchen is a renowned author and relationship & sex therapist. Fable will create a brand strategy and messaging, website, social media, and creative. Lynnhaven School is an independent school based in Henrico County, Virginia. Fable will provide research, strategy, messaging and identity.
Virginia Farm Bureau is the largest non-profit agricultural advocacy organization in Virginia. Additionally, it provides auto, home, life, and health insurance for all Virginians. Fable has been hired to create advertising and manage media planning and buying.
PartnerMD provides concierge primary care and executive health. Fable was chosen to develop strategy, creative, and media planning and buying.
The Byrd Theatre is a cinema and one of the most recognized institutions in Richmond, Virginia. Fable has been selected to develop brand strategy, messaging, brand identity, and advertising.
Hilda Hosseini and Shannon Nelson have joined Fable as junior art director and junior copywriter, respectively. Despite having only recently graduated from VCU, both have already garnered their share of industry attention. Hilda was recently named by Graphic Design USA magazine as a “Student to Watch” and Shannon was chosen for the 4A’s highly selective Multicultural Advertising Internship Program. Hilda and Shannon will bring their immense skills and talents to all of Fable’s clients.
VCU and The One Club For Creativity teamed up to create a two-day Strategic Workshop for students and young professionals. More than 60 students from VCU, VCU Brandcenter, JMU, Liberty University, and UVA as well as young professionals participated in a two-day intensive boot camp hosted at VCU Brandcenter. Fable was a proud sponsor of the first-of-its-kind event and several Fable team members were fortunate enough to participate, sharing their stories and advice. Workshop participants were randomly divided into groups and assigned a struggling brand. Based on the lessons, stories, input, advice, and guidance they received, they competed to develop a smart, insightful, and strategically sound creative brief for their assigned brand. Each group then presented their creative brief to a panel of judges from the Richmond ad community, including representatives from Fable, and each team was scored.
Virginia Outdoors Foundation is a state organization that protects open spaces in Virginia including parks, forests, farms, and historic landscapes. Fable has been selected to perform brand research.
Good Shepherd Lutheran Church & Child Development Center is located in Chesterfield County, Virginia. Fable has been hired to perform brand research and develop strategy, messaging, and creative.
Itty Bitty Yogis is a yoga enrichment program for kids. Fable will be crafting brand strategy and messaging.
Millwood School is an independent JK-12 school in Midlothian, Virginia. Fable will complete brand research, strategy, and messaging.
BizWorks is the business incubator of Chesterfield County. Fable is performing research, strategy development, and brand messaging.
Fable recently completed rebranding for Virginia Turfgrass Foundation, a statewide organization that was established to collect and distribute funds for the innovative and essential research of turfgrass.Work included extensive research, brand strategy, brand messaging, logo, tagline, website, and collateral. Natural turfgrass releases oxygen, cools the air, prevents erosion, and helps control pollution by filtering both air and water. And unlike artificial turf, properly managed turfgrass can help athletic performance while also decreasing the risk of injury. In short, natural turfgrass helps bring out the best in athletes, lawns, golf courses and more. The new branding is designed to communicate the importance of turfgrass to the end user. This is reflected in the new VTF tagline, “Let greatness take root.”
Danville Science Center opened nearly 25 years ago in Danville, Virginia. An affiliate of the Science Museum of Virginia, DSC features both rotating and permanent exhibits for guests of all ages, as well as a Dome Theater. The engaging galleries are visited by tens of thousands of guests every year. Major changes are ahead for…
Fable recently completed its work for Paragon Construction and the new brand has launched. Fable was hired to re-brand Paragon, including the creation of a new logo, strategy, messaging, tagline, sales materials, photography, brand video, and advertising. Fable crafted core values, key messages, and a thorough verbal and visual identity system. Paragon was recently recognized as “The Best” by Richmond Times Dispatch.
Fable has been selected by Virginia Turfgrass Foundation to complete its branding and advertising. Through close collaboration with Virginia Tech, VTF manages the funding of turfgrass research in the state of Virginia. This research is used in creating new varieties of grass as well as determining which varieties are best suited for specific applications. Fable will perform research, develop brand strategy, create messaging, design the logo and visual identity, create a website, and develop advertising.
Fable has also partnered with Claire Hollingsworth. Claire, now 13, is the youngest ever champion of Food Network’s cooking competition show, “Chopped Jr.” She is the inventor of the patent-pending “No Fear Oven Sleeves,” and also has several food-related products and partnerships, as well as a recently filmed video series for YouTube Channel “Janet’s Planet.” Fable will develop naming, brand strategy, marketing plan, logo design, and more.
Richmond Times-Dispatch recently named the winners in its highly respected “The Best” ceremony. SPARC (School for the Performing Arts in the Richmond Community) and Paragon Construction, both clients of Fable, were named “The Best” in their respective categories. Fable rebranded both SPARC and Paragon Construction earlier this year, a process which included brand strategy, messaging, and logo development.
Fable has moved into new office space at 10800 Midlothian Turnpike, Suite 152, in Richmond, Virginia. The office will serve as headquarters for the branding and advertising agency founded in 2017 by industry veteran David Neale. Colliers International Realty helped broker the deal.
NBC’s “The Today Show” hosted singer/songwriter Jason Mraz as part of its “Summer Concert Series” where he performed three songs. Kids from SPARC (a performing arts school in Richmond, Virginia) joined him on stage to sing, dance, and play instruments. This is the first national TV appearance for SPARC in its 37-year history. Fable recently created the brand strategy, language, and messaging for SPARC and collaborated with Kate Carpenter Design to create a new logo that reflected the new brand identity. Jason and all of the the kids were each wearing the new logo on their t-shirts as they performed. When asked by NBC’s Al Roker about SPARC, Jason said that SPARC “helps kids discover their shine,” a reference to the brand language and tagline Fable created, “Discover your shine.”
The city of Richmond, Virginia completed its contribution to the nationwide “Police LipSync Challenge,” with creative direction provided by Fable. The video was shot and edited by New Media Systems and features members of The Richmond City Police Department, Richmond City Fire Department, Richmond Ambulance Authority, Department of Emergency Communications, and residents of Richmond. The video was created as a message of empowerment to women, to encourage girls to consider a career in first response, and to show support both to and from the Richmond community.
At the 60th Emmy® Awards, The National Academy of Television Arts & Sciences awarded “The Boy and the Bucket: A Fable” as “Outstanding Commercial – Single Spot.” The brand film was created by Fable, a branding and advertising agency in Richmond, Virginia, and was directed and produced by Stolen Moment Productions. David Neale, Founder & CEO of Fable, accepted the award at the gala held on June 23. The winning film can be viewed on Fable’s homepage.
The new branding for SPARC (School for the Performing Arts in the Richmond Community) has officially launched. Fable performed research, created brand strategy, and developed brand messaging. Fable also collaborated with Kate Carpenter Design to create a new, evolved logo and visual identity for the brand. “SPARC has always been all about the kids,” says David Neale, Founder & CEO of Fable. “As we developed the branding, we made sure to keep that message at the forefront.”
The National Academy of Television Arts & Sciences today announced “The Boy and the Bucket: A Fable” as a nominee in the 60th Emmy® Awards. The brand film was created by Fable, a branding and advertising agency in Richmond, Virginia, and was directed and produced by Stolen Moment Productions. Emmy winners will be announced at a regional gala for the National Capital Chesapeake Bay Chapter on June 23 in Washington DC.
The Richmond Show, the highly prestigious annual award show that recognizes outstanding branding and advertising, was held at the Altria Theater in Richmond on April 6, 2018. Fable received bronze, silver, and gold awards at the event for work done in 2017. The agency received trophies in the Production Show, the Interactive Show, and the Advertising Show. Fable’s work for The Science Museum of Virginia was honored, as was Fable’s brand film “The Boy And The Bucket.”
Fable has been selected to perform branding work for Paragon Construction, headquartered in Midlothian, Virginia. Fable will provide brand strategy, brand messaging, marketing plan, identity system, sales materials, and website.
Fable has been named agency of record by SPARC (School for the Performing Arts in the Richmond Community). Fable will provide brand and creative strategy, and will collaborate with Kate Carpenter Design to create a new identity system and branding campaign including print, digital, outdoor, and broadcast.
The One Show is often cited as the most prestigious and reputable award show in the advertising business. We are proud to announce that Fable’s brand film, “The Boy And The Bucket” has been shortlisted for The One Show 2018. The final round of judging takes place in March.
Fable has completed a full brand campaign for The Steward School including brand strategy, creative strategy, creative development, and production. The campaign includes print ads, animated web banners, broadcast, and a new printed admissions material.
Limited budgets present unique opportunities and challenges. To engage the target audience, we placed an outdoor standee that encouraged interactive participation. All pertinent information (exhibit name, date, location) is included within the image itself, so that when people (naturally) take a photo and post to social media, they have just essentially run an ad for the museum.
Fable is proud to officially unveil its brand film. This is the first piece of work to be completed by the agency that was formed just earlier this year. From the very beginning, we knew that above all else, this film must tell a story. In keeping with the Fable tagline, in fact, it was essential that this film told a story, shared an adventure, and built a legend.