BRAND STRATEGY · WEBSITE · DEMAND GEN · INTERNAL SYSTEMS
TABLZ · HOSPITALITY TECHNOLOGY
Case study · Tablz
Guests loved it. The buyer was the restaurant.
Tablz is a hospitality platform built on one promise: the guest gets the right table. Diners loved the product, but the contract is signed by a general manager. The work was to move the whole brand to that side of the table, then build the machine that brought those buyers in.
The credit
Made by Alexandre Chaput, before In Fair Light existed.
Creative Director at Tablz, in house. Brand strategy, the website, the demand generation around it and the internal tools the sales team ran on. It sits here because it is the closest thing in this portfolio to what the studio now does for product companies.
Role
Creative Director. Brand, web design and build, content and video.
Scope
Branding and marketing
Client
Tablz
Built in
Figma, Webflow, GA4, Mixpanel
The category
Naming what you sell is half of selling it.
Tablz was speaking to diners and to restaurants at the same time, which meant it was landing with neither. The pivot was to a single B2B lead generation model aimed at general managers and owners, under one name for what the product actually does: Guest Fulfillment. Everything after that argued the same point, including a $3,000 a month Google Ads budget that doubled site traffic and a testing programme that lifted conversion 11 percent and took 24 percent off the checkout flow.
The internal build
A private site so sales could walk into the room first.
The Showcase portal is an internal website built on several CMS collections, holding the restaurant partner information the sales team needed in front of them. Nine ambience categories on the index, a full page for every venue. The same discipline as the public site, aimed at one person instead of a market. Around it sat a company wiki in Notion and Monday.com workflows for creative requests.
The website
Zero to two qualified leads a month became twelve to fifteen.
Tablz.com was rebuilt from scratch and shipped three months ahead of schedule. The architecture was drawn in Figma first, so every department could see the site before it existed, then built in Webflow with custom code for the CMS libraries, the analytics and the A/B testing. It scored 100 on SEO for desktop and 98 on mobile, with GA4, Search Console, Microsoft Clarity and custom Mixpanel dashboards reading it.
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A brand system, a site that converts, a launch film. It is the same question every time: what makes somebody buy.