His focus sits at the intersection of strategy and expression: positioning, differentiation, and naming, and how these fundamentals manifest through visual and verbal identity. He describes himself as a stickler for typography, conceptual copywriting, and unpredictable messaging. These aren’t skills acquired through formal training. They’re the product of four decades of applied practice, and of learning what works by discovering what doesn’t.
Stewart founded Fabrik’s predecessor, Indigo, in 1995 after a decade in London’s advertising and design industry. Early career production roles at Ted Bates Advertising subsidiaries (Ford, 3i, 3M) and project management at brand consultancy Revolution (Cable & Wireless, Mercury Telecommunications) provided grounding in large-scale, high-budget work. It was at Revolution that he met Steve Harvey, now his business partner.
Fabrik itself has evolved considerably. It began as a communications agency and early web adopter, creating six-figure website builds. After the dotcom crash, it pivoted toward design and communications, then toward the strategic branding consultancy it is today. The deliberate narrowing to positioning, naming, identity, and guidelines reflects a conviction that depth beats breadth. You cannot be good at everything.
Beyond Fabrik, Stewart has founded publishing ventures in Scandinavian lifestyle and radio broadcasting. He works between London and Copenhagen.
