Fable&Co. rebrands TQA for an AI space still writing its own rules

The Brand Identity: “Everyone is curious and piloting agentic solutions, but very few are breaking through to active production.” That observation from TQA’s founder captures the gap the company occupies – and the gap its previous identity failed to communicate. Founded in 2020 as an intelligent automation consultancy, TQA had built a team of more than 200 specialists and partnerships with UiPath, Databricks and Microsoft. The work had evolved well beyond automation.

The brand, however, still framed the business too narrowly. Fable&Co., the Brighton and London-based studio led by Creative Director Ross Davison, was engaged to lead a complete transformation spanning research, strategy, positioning, messaging, visual identity, guidelines, templates and website design. The brief was to reveal TQA, not reinvent it – shifting perception from automation provider to agentic AI authority and preserving the practical, delivery-focused credibility that clients already valued. The two companies had history: Fable&Co.

had partnered with TQA on its previous rebrand in 2022, which meant conversations could move past explanation and into ambition. “We weren’t explaining who we are – we were exploring who we’re becoming,” reflects Rachel Robson, SVP of Marketing at TQA. “That continuity made it easier to tackle a more ambitious repositioning.” Three distinct concepts were explored in the early stages. The direction that emerged – dark, atmospheric foundations paired with luminous gradients – evolved from a deliberate move away from fixed imagery toward something more ethereal and movement-led.

“It ultimately stood out as the most expressive and versatile core language,” Davison explains. “Rather than relying on industry-specific imagery to define the brand, the gradients provide a flexible foundation, with photography used more selectively to support sector narratives.” The dark foundations paired with luminous movement capture agentic AI as a dynamic, evolving force. Avoiding clichéd AI symbolism was a conscious priority. The studio stepped away from literal depictions of technology, exploring instead how light, depth and movement could convey intelligence in a more abstract way.

“The guiding influences were broader visual principles than anything too specific,” Davison notes. “Natural light phenomena, strong contrast, minimal digital environments, and treating motion as a core part of the identity.” The resulting gradient system, supported by glass morphism elements, provides a stable visual foundation while allowing the narrative layered on top to evolve as the agentic AI category matures. Typography anchors the system through TWK Everett, a neo-grotesque typeface designed by Nolan Paparelli and released through Weltkern.

The studio looked for a display face that was striking and contemporary – strong enough for bold messaging but neutral enough to handle technical information without distraction. “The uniqueness of letterforms provides a futuristic quirk, adding an instantly recognisable quality to the identity,” Davison shares.

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The rebranding of TQA by Fable&Co. is significant as it addresses the evolving AI landscape, showcasing a strategic shift that could influence how brands position themselves in emerging tech markets, making it highly relevant for brand strategy professionals.