Genie Goals

Strategic Rebrand

‘Revolutionising digital marketing for many great retailers’ – this is the proposition delivered by leading, Cambridge based paid search agency – Genie Goals. Their ambition? To be recognised as the worlds most effective, tech-led paid search agency.

Genie Goals are a unique, performance led, paid search agency dedicated to retail, offering their clients a truly revolutionary approach to their digital marketing challenges. Genie Goals built an in-house, algorithm-based technology platform to provide maximum results across paid search campaigns.

Fable&Co. were commissioned to strategically rebrand Genie Goals, ensuring that their new visual identity would clearly differentiate them from the herd of many, far less effective or targeted, competing paid search agencies.

The new brand identity demonstrates their unsurpassed level of quality & service, along with aligning themselves visually with their discerning target audience of online retailers.

Genie Goals - Branded Notebook
Genie Goals Mobile Website Design
    Project Deliverables
  • Brand Workshop
  • Research & Brand Strategy
  • Creative Strategy
  • Messaging
  • Logo Design
  • Visual Brand Identity
  • Corporate Stationery Design
  • Brand Guidelines
  • Responsive Website Design
  • Project Management & Creative Consultancy

Fable&Co. created new a fashion-esque logo & word mark for the brand. The custom, stencil typeface provided a sense of quality, professionalism & sophistication to the identity.

The lower case ‘g’ removed from the word mark provided a strikingly beautiful icon, which aids recognition when used as a stand-alone asset throughout the many brand applications.

Genie Goals Tote Bag

The unmistakable colour palette of French Navy & Pale Red emits a memorable, yet timeless aesthetic. The red was selected to align with the retail sector – to attract attention & encourage people to act, whilst the blue evokes a strong sense of trust & security – aligned to the core values of the business.

Subtle red stitching & corduroy textures act as secondary brand assets, which complement the identity, whilst providing a consistent treatment across all brand imagery.


Fable&Co. created a comprehensive brand style-guide, outlining how the new Genie Goals identity should be applied.

The identity was then used to create a new stationery suite & marketing materials along with a selection of quality promotional items.


We met with a lot of agencies before starting work with Fable, but we knew as soon as we met the team that there was something distinct about them. Throughout the process they have continued to show a little bit of something that stands them apart from the crowd – they really, really care about their work and delivering for you, showing passion, precision, and originality in their work. The final product of the brand we have gained is something we’re all delighted with, and will show off with pride.

Joe Glover

Marketing Manager