Fabled Founder, Storyteller, Mother of two tiny humans, endlessly curious Creative and Designer of Beautiful Things.

Mission.

Brand storytelling, website design and art direction for soulful, multi-passionate founders.

Clare Thorpe

I am a soul deep creator, uncompromisingly curious book lover, multifaceted mother and business owner, solid female-led business wing woman and lover of a late night deep chat. Friend most likely to French exit the party for an early night with a book. A wanderer with a blissfully lacking sense of direction. Always knows the best place to eat. Projector. Scorpio. Endlessly learning.

THIS SECTION FOR ETHOS AND BACKSTORY - CONNECTING THREAD IS STORYTELLING, ALIGNMENT, EMBRACING MESSY MULTITUDES, OWN YOUR OWN WEIRDNESS, FREEDOM, CREATIVE EXPRESSION.

I believe that a story well told holds a power that can send ripples through the world. My mission is to unearth and elevate the stories of the founders I partner with, using strategically aligned and captivating design as a tool to create ripples that resonate deeply.

I've always, always loved stories. Some of my earliest memories are the books I would read with my Dad at bedtime, snuggled on the sofa bed in the corner of my room, captivated by the kaleidoscope illustrations as much as the words. My book collection is legendary, overflowing bookshelves to pile on available surfaces; and if you have a birthday coming up you better believe you're getting a book from me.

My quest for stories translated into a wandering spirit, leading me to adventures like living in Vietnam for a year, traversing New Zealand in a Campervan, trekking the Himalayas, and travelling India solo. 

The foundations of Fabled were laid within these wanderings, and what started as an online side hustle to fund my street-food-and-beers habit has taken root and grown over the years into a deeply purposeful and intentional business.  

I used to think I would become a writer, weaving my own stories with the intricacy of words. Over time though, my love for stories has evolved with my calling to create visually, enmeshed with the strategic workings of branding and consumer psychology that my brain dances to. 

It is in these intersections that our real magic lies., and the understanding that we can build around our muchness - that our multifaceted messiness can be our magic - changed my business forever. We were never made to fit in boxes, neatly defined niches, quietening our voices to make them palatable while playing by someone else's rules. 

We are meant to tell our stories, loudly and in a way that our people will deeply hear. We are meant to build and create things that make our heart sing, AND that will show up with integrity to serve our communities. We are both. We create for us and for them.

I have run a business from backpacker hostels in Guatemala, as a side hustle to my day job in advertising, as a single Mum of a toddler and now whilst growing a family of four. Basically, when it comes to working for yourself, I have the t-shirt, the jacket and the matching hat.

The understanding that we can build around our muchness, that our multifaceted messiness can be our magic, changed my business.

The understanding that we can build around our muchness, that our multifaceted messiness can be our magic, changed my business.