01 · Brief
The brief
Sable had grown by acquisition for two decades. Eleven sub-brands. Four agencies. Zero coherence. We were briefed to rebuild the brand, the marketing site, and the four highest-traffic product surfaces — without breaking compliance.
02 · Approach
How we worked
We ran a four-week strategy phase across the C-suite and 12 advisors, then deployed Atlas — our brand systems engine — as the single source of truth. Tokens, components, content rules, governance. Eleven sub-brands collapsed into a tiered architecture; the site rebuilt on top.
03 · Outcome
What landed
The new system has been in production for 11 months. Compliance review time fell 38%. Qualified enquiries are up 62% on a flat ad budget. Sable’s in-house team now ships changes weekly without us touching a single PR.
04 · In their words
“Halftone designed our brand the way our engineers design our systems. It is the single best thing we did this decade.”
James Cresswell
CMO, Sable & Co.
Sable & Co.