A workshop created by women, for women in the hospitality industry

Randi Weinstein had a vision to create an event for women in hospitality. A gathering and place where women in hospitality could come together to learn about the business of hospitality, to talk about the great things – and the hard things – about being a woman in the industry, to network with women they might otherwise not have the opportunity to connect with, to share stories, and ultimately empower one another to be ever more awesome and to use one of Randi’s favorite words: “badass.”

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Naming a workshop & a movement

We dove in and put together a plan to help Randi make this incredible vision of hers real. More specifically, we helped name the event, create an identity, craft a storyline, develop a website, and create a plan to publicize it across all media.

Crafting an identity

We like to say that while naming is fun, it’s also sort of impossible, like trying to name someone’s child for them. In this case we came up with some fun options, and ultimately landed on one of Randi's early concepts. Introducing FAB, an acronym for Females and Business, but also, a laundry list of awesome things, like food and beverage, front and back, farmer and butcher, etc. With the name nailed down, we jumped into the logo and identity process and worked up a series of pencil sketches and tighter identity concepts. Until we found the winner.

Building a brand

The inaugural FAB Workshop will be held June 11 – 13, 2017 at the College of Charleston. Of course, none of this would be possible with Randi and her vision to help women empower other women. We're honored to be part of launching FAB and hope to see you there.

Say Hello

Thanks for thinking of us for your project! We’d love to hear more about your needs and awesome ideas to see if we can help. Let us know what you’re thinking and a BI team member will contact you.

Charleston: 843.727.0310
Greenville: 864.651.0310

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