Shape Know what your business needs next.
- Customer and market research
- Offer and positioning
- Brand direction and identity
FableForce.
Built around you.
As your business changes, so does the help you need. We work through the next decision with you, build what it calls for and stay involved as it reaches customers.
- Industries served
- 20+
- Stories engineered
- 112
- Client testimonials
- 103
- Countries represented
- 23
The whole business.
People meet your business through its marketing, website and the way your team treats them. Each encounter shapes whether they choose you. We look at how those experiences work together, find what gets in the way and help you change it.
Direction, identity, experience, technology and growth all shape the same business.
When decisions move in different directions, the business becomes harder to understand, trust and choose.
FableForce connects direction and delivery, from the first decision to what reaches the market.
Our solutions
Shape. Build. Grow.
Build Turn clear direction into experiences, systems and tools that perform.
- Brand systems
- Websites and e-commerce
- Digital products and tools
Growth through successive stagesOne light rust sphere uses momentum to clear each riser and lands under gravity across seven measured steps. Each step represents a stage of learning and improvement carried into the next. After the final step, the sphere continues upward and the sequence begins again from the first step. One black response line runs behind the steps, showing how each cycle creates new evidence to improve the next. A pixelated FableForce mark appears on the lowest step. This is an illustrative model rather than measured client data.
Grow Help more people find, trust and choose the business, then improve what works.
- Content and campaigns
- Search, social and advertising
- Measurement and optimisation
Our work.
Legal ServicesCNPLaw.
A clearer website for clients. A publishing system that cut routine updates from a full working day to approximately 5–10 minutes.
Commercial Real EstateCushman & Wakefield.
Turning market knowledge into a two-year LinkedIn programme that generated more than 600 report downloads, enquiries and conversations.
Restaurant / F&BPera Turkish Grill & Mezze.
From a restaurant concept to a complete brand and guest experience, with content reaching 97,500 Instagram accounts in its first year.
Financial ServicesOrizal Financial Advisors.
Building the brand and communications behind a people-first advisory business as its team grew from seven to 40 advisers over three years.
Timber & Building MaterialsYZ Timber.
Bringing an offline timber business into view, then supporting new product launches and its growth story over five years.
Routine updates cut from a day to 5–10 minutes.
CNPLawOne publishing system replaced three overlapping page builders.
600+ leads from a two-year LinkedIn programme.
Cushman & WakefieldReport downloads, direct enquiries and conversations.
4+ years. Different teams. One creative partner.
Willis Towers WatsonRepeat engagements across content, campaigns and events, 2020–2024.
Meet the founders.
John and Shermaine bring strategy and delivery together, so the people planning the work stay close to how it gets made.
John Chen
Chief Strategist and Creative Director
Why we built FableForce
- Good strategy kept losing its shape during execution.
- Messaging, design and technology were handled separately.
- But people experience a business as one whole.
- So we brought strategy, creative direction and delivery together.
- That became FableForce.
- Now we build businesses with partners—and ventures of our own.
Shermaine Tan
Project Director and Lead Strategist
“Their strategic approach addressed every element of our website's revamp—starting with brand clarity and messaging before execution.”