Work: Case Study FAB

Launching a movement for women in hospitality.

Why does the hospitality industry have to feel like a boys club? That’s the question that kept surfacing in the mind of Randi Weinstein, the founder of FAB, when the event-turned-full-blown-movement was just a twinkle in her eye. During her tenure at the Charleston Wine & Food Festival as events director, Randi noticed that women were still the minority in spaces where connections were made, knowledge was shared, and ideas were born. She knew that women in F&B were craving community—and that her own path in the industry was leading to a solution.

Capabilities
  • Analytics, Measurement & Tracking
  • Brand Strategy
  • Brand Writing
  • Environmental Design
  • Identity Development
  • Illustration
  • Interactive Design & UX
  • Print Design & Collateral
  • Website Development
The Moment

Randi came into our lives in early 2016 with a vision of an event where women in hospitality could come together to learn about the business, talk about great things (and hard things) about the industry, network, share stories, and ultimately empower one another. She needed help making her vision real, and we partnered to bring it to life in every facet.

Our Take

FAB was built to inspire its attendees and to serve as a beacon for women, signaling a safe and transformative place to break from the grind that is hospitality work. We aimed to reflect the workshop’s promise of electric energy and life-changing impacts with fresh, bright design and messaging that reflected Randi’s bullshit-free ethos.

Our Work

Our collaboration was fast and furious: assisting with naming the workshop, creating the brand identity, crafting and sharing her story, developing the website, and designing materials and signage. We come back together every year to refresh the brand and website—each better informed and invigorated than the last.

Launching a movement for women in the hospitality biz.
The Outcome

Thanks to the promise of fresh, thought-provoking topics from a growing roster of speakers, the support of significant like-minded sponsors, and a legion of women who can attest to FAB’s life-changing qualities, FAB has grown into the hottest ticket in the industry, consistently selling out in its first days on sale.

Eight years into our partnership, we’re proud witnesses to FAB shifting from a three-day workshop into a powerful force in advocating for a healthier, happier hospitality community—with women at the helm.

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