Gable
Gable is a fast-growing startup helping companies manage hybrid and remote teams. Its platform gives employees access to coworking spaces, private offices, and meeting rooms in over 600 cities, making flexible work simple and connected. Companies like HubSpot, Okta, DoorDash, Stripe, Docker, and Twilio use Gable to keep their teams productive and connected.
I joined Gable as a part-time team member (three days a week) to strengthen their marketing and digital presence during a key growth stage. My role focused on extending their visual identity, designing and developing new website pages, and creating a cohesive language across all their touchpoints.
Flexibility, Connection & Simplicity
When I joined, Gable had a visual identity but no cohesive brand story. Their positioning was not clearly articulated, so I focused on refining the visual language to reflect their core value: being a comprehensive marketplace for hybrid workspaces.
The story became about flexibility, connection, and simplicity. I extended the brand across digital by adding background colors, illustrations, and personality that conveyed a sense of shared space. These elements helped unify everything from newsletters and presentation decks to webinars and one-pagers.
My Role and Deliverables
- Designed and developed (Webflow) new website pages including the homepage, product pages, city page, blog, case studies, and resources center
- Built CMS-based landing pages and marketing funnels using Webflow and custom code
- Created simplified product visuals, ad banners, and newsletter templates (designed and coded)
- Redesigned Gable’s case study lobby and detail pages to drive credibility and marketing use
- Developed presentation decks and ongoing marketing materials for the team
- Established reusable templates and assets to streamline future campaigns
Process and Challenges
I worked directly with Gable’s CPO, design lead, and marketing team, coordinating through Slack and ClickUp for smooth collaboration. Each day, I shared progress updates, next steps, and ownership notes to keep workflows clear, ensuring the team could move forward even on my off-days.
The biggest challenge was keeping up with Gable’s rapidly evolving product and ensuring the website and marketing always reflected their latest capabilities. This constant evolution tested brand consistency. I made it a priority to balance quick-turn growth needs with maintaining a polished and cohesive visual identity.
One decision I am most proud of was redesigning their case study lobby and detail pages, which became a key resource for sales and marketing. It elevated product credibility and supported their efforts to win over enterprise clients.
Visual Language
I worked within Gable’s existing design system, which used a vibrant color palette with purple as the dominant color. While the typography (Poppins) was more generic than I would have preferred, it ensured flexibility across tools like Google Slides, which the team relied on. To make marketing assets more engaging, I introduced illustrated elements and a clearer application of their colors and grids, giving Gable’s brand more personality across all channels.
Impact
My work helped Gable strengthen its marketing, attract new clients, and present a more cohesive brand both internally and externally. The website and marketing assets I designed and built became core tools for their growth efforts, while the templates and systems I created allowed their team to move faster and stay consistent as the company scaled.
Webflow Development
Product Marketing
I refined Gable’s visual language to better reflect flexibility, connection, and simplicity. By extending their identity with background colors, illustrations, and a shared-space feel, I created a cohesive look across the website, newsletters, decks, and more.
Balancing fast growth with brand consistency, I redesigned key pages like the case study lobby, developed new Webflow sites, and built reusable assets. These became core tools for Gable’s marketing, helping attract clients and streamline their campaigns.
