We started with two workshops and a research sprint, and kept landing on the same word: creativity. It felt right until we tried to build on it. Creativity is everywhere and means nothing in particular, and a brand needs something you can hold. So we kept going and found it sitting underneath: the idea. Every product Fabra could ever make starts as one. That became the platform, all you need is an idea, Fabra does the rest, and a simple way to explain a complicated tool. A place to have the idea, build the idea, and make it real.