FAB

Epic Games partnered with Instrument to create Fab, a new marketplace bringing ArtStation, Sketchfab, Quixel, and the Unreal Engine Marketplace into one destination. The ambition was to create more than a new name and identity. Fab needed to feel relevant to a broad community of creators while bringing a complex ecosystem of tools, content, and platforms under one brand.

We worked closely with Epic to build the brand from the ground up, shaping the narrative, visual identity, and guidelines for how Fab would show up across its ecosystem. As the identity took shape, we began applying it to key product experiences, using real interface scenarios to pressure test the system and understand how the brand could flex from expressive moments to more functional environments.

The result was a brand built to work across both product and communications, giving Epic a foundation for introducing Fab to the world and evolving it over time. Fab launched in 2024 as a centralized marketplace for creators, joining an Epic ecosystem with 44 million Achievement users and more than 525 million achievements unlocked.