The Thing
I joined fabric to lead their marketing team as they entered their 20th year.
I joined fabric to lead their marketing team as they entered their 20th year.
The Thought
We should do a big campaign to make everybody in the world of electronic music know that fabric is 20 years old and while we’re at it, let's develop a tagline to capture the spirit of the brand for the next 20.
We should do a big campaign to make everybody in the world of electronic music know that fabric is 20 years old and while we’re at it, let's develop a tagline to capture the spirit of the brand for the next 20.
The XX campaign generated over 1,000,000 organic impressions and earned PR in all major media (Time Out, Resident Advisor, Evening Standard, NME, Mixmag).
I established ‘Never Not Making Noise’ as the brand’s first tagline in 2019. From its iconic architectural design and art direction, to the fact that it opens 52 weeks per year and is one of the only venues in London that hosts 48 hour parties. fabric is literally never not making noise. Even when its licence was temporarily revoked and its doors shut in 2018, the fight to save the club became a mainstream conversation about the role of nightlife to the London economy.
Role: Senior Marketing Manager