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

“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.