Brand strategy
fundamentals

Level up your brand strategy skills, design
and communication.

Where strategy meets creative

To build a lasting brand, you need a core: a world your brand lives in. The brands people turn to aren’t the ones that sound the most playful or the most polished, but the ones that resonate – where language, ideas, and point of view all point back to a single narrative.

The Gab Lab helps you understand and develop this narrative – the brand strategy. Our first ever course, Tone Up, is a 7-week brand fundamentals course that explores brand voice, brand design and the overarching brand strategy.

Join Tone Up

Behind the lab

Behind
the lab

Gab Lab and the acclaimed Tone Up course was created by Sarah Fretwell. Strategic communicator, brand strategist, and content designer who has been helping powerhouse brands globally for over a decade.

Meet your facilitator

in good company

Brand Hub

The hub for everything brand related with secret weapons for any branding project.

The Blog

Explore what has grabbed our attention in our latest blogs. Packed with insightful tips, tried and tested methods and inspiration.

To the blog

Brand Staples

Templates and products for real-life. Use these when you need to take your projects to the next level.

Tools & resources

Lab results

"This course gave me practical tools to develop and articulate consistent messaging for my clients. The exercises are immediately applicable and in fact I was able to use some of the tips immediately."
Claire Cunningham
@wordcraftclair
"I absolutely loved this tone of voice course. The lessons all built on one another in a clever way and the information shared was really practical and digestible."
Orlaith
@odand_co
"Sarah’s course on brand voice is a game-changer. She shows you how to calibrate your voice and shares powerful insights you can apply to your brand or your clients’. Worth every second."
Alex R
@moonstudiodesigns
"You know, I have done other copywriting and brand courses before. Very good ones, with excellent tutors. But I have to tell you, your's is by far the best! I just think it is another level. The clarity, the precision...I am completely hooked and I don't want to miss anything!"
Betina Cunado
@betinacunadoconsulting
"Tone Up is an incredible course. As a brand strategist, I’ve always found it challenging to not only define voice but to communicate it in a way that clients can actually use. Sarah’s approach completely opened that door for me. Following along with her depth of teaching and clear examples gave me a new way to explain brand voice that makes it stick. I feel better equipped and more confident, and it’s already making my job easier!"
Kevin Mullins
@heybrandguy
"Sarah's course was amazing, it really helped me improve my consultancy methodologies. I have been helping clients create new or empower existing brands that meet their vision. By digging deeper into tone of voice, I managed to create a stronger deliverable which really embodies a brand philosophy and DNA. I would recommend this course for everyone who wants to take their brand voice to the next level."
Mateo Velasquez
@mateovelasquez.co

"This course gave me practical tools to develop and articulate consistent messaging for my clients. The exercises are immediately applicable and in fact I was able to use some of the tips immediately."
Claire Cunningham
@wordcraftclair
"I absolutely loved this tone of voice course. The lessons all built on one another in a clever way and the information shared was really practical and digestible."
Orlaith
@odand_co
"Sarah’s course on brand voice is a game-changer. She shows you how to calibrate your voice and shares powerful insights you can apply to your brand or your clients’. Worth every second."
Alex R
@moonstudiodesigns
"You know, I have done other copywriting and brand courses before. Very good ones, with excellent tutors. But I have to tell you, your's is by far the best! I just think it is another level. The clarity, the precision...I am completely hooked and I don't want to miss anything!"
Betina Cunado
@betinacunadoconsulting
"Tone Up is an incredible course. As a brand strategist, I’ve always found it challenging to not only define voice but to communicate it in a way that clients can actually use. Sarah’s approach completely opened that door for me. Following along with her depth of teaching and clear examples gave me a new way to explain brand voice that makes it stick. I feel better equipped and more confident, and it’s already making my job easier!"
Kevin Mullins
@heybrandguy
"Sarah's course was amazing, it really helped me improve my consultancy methodologies. I have been helping clients create new or empower existing brands that meet their vision. By digging deeper into tone of voice, I managed to create a stronger deliverable which really embodies a brand philosophy and DNA. I would recommend this course for everyone who wants to take their brand voice to the next level."
Mateo Velasquez
@mateovelasquez.co

The tools, tactics and thinking behind brilliant brand communication

Gab Lab is a space where brand builders and creatives can learn how to wield language with intention, creativity, and strategic bite.

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Brand strategy
fundamentals

in good company

Lab results

"This course gave me practical tools to develop and articulate consistent messaging for my clients. The exercises are immediately applicable and in fact I was able to use some of the tips immediately."

Claire Cunningham

"I absolutely loved this tone of voice course. The lessons all built on one another in a clever way and the information shared was really practical and digestible."

Orlaith

"Sarah’s course on brand voice is a game-changer. She shows you how to calibrate your voice and shares powerful insights you can apply to your brand or your clients’. Worth every second."

Alex R

"You know, I have done other copywriting and brand courses before. Very good ones, with excellent tutors. But I have to tell you, your's is by far the best! I just think it is another level. The clarity, the precision...I am completely hooked and I don't want to miss anything!"

Betina Cunado

Kevin Mullins

Mateo Velasquez

"This course gave me practical tools to develop and articulate consistent messaging for my clients. The exercises are immediately applicable and in fact I was able to use some of the tips immediately."

Claire Cunningham

"I absolutely loved this tone of voice course. The lessons all built on one another in a clever way and the information shared was really practical and digestible."

Orlaith

"Sarah’s course on brand voice is a game-changer. She shows you how to calibrate your voice and shares powerful insights you can apply to your brand or your clients’. Worth every second."

Alex R

"You know, I have done other copywriting and brand courses before. Very good ones, with excellent tutors. But I have to tell you, your's is by far the best! I just think it is another level. The clarity, the precision...I am completely hooked and I don't want to miss anything!"

Betina Cunado

Kevin Mullins

Mateo Velasquez

The tools, tactics and thinking behind brilliant brand communication

Brand strategy fundamentals

Level up your brand strategy skills, design and communication

Brand strategy
fundamentals