Upright Brand

Stand Above The Hustle

(646) 807-8654

Upright Brand helps founders grow their business. Established by Erik Fabian, a former senior brand marketer at Moleskine and Greenhouse Software, our approach is based on research into the strategies and tactics startups need at each stage of growth.

 Erik Fabian

Erik Fabian, Founder

Erik Fabian is a brand strategist, impresario, partnership instigator and storyteller who formerly led brand teams at Moleskine and Greenhouse Software.

He founded Upright Brand to help other entrepreneurs stand above the hustle in an age of off-the-shelf ventures.

Erik is based in Brooklyn, NY and works internationally.

Erik's has spoken on brand strategy at places like The School of Visual Arts, NEW Inc and on the Unmistakable Creative Podcast. He has been quoted in Bustle, Eventinterface and PSFK.

His work is supported by a curated, international network of creatives, producers, business strategists, media experts and marketers.

Erik builds brands and designs experiences with empathy, curiosity and an interdisciplinary approach that balances data and feeling.

Erik brings both left and right side of the brain to work, and combines the science of data with the free-flow of creativity. Brand and media innovator at large, Erik is a development pacesetter with enduring focus, attention to milestones and an energizing passion for people and quality.
— Marco Beghin, Former President, Moleskine America


Erik was a key member of the Moleskine team as it grew from a privately-held, cult design brand to a publicly-traded, lifestyle brand. He led a team responsible for the Moleskine brand, events and PR in United States, Canada, and Latin America.

He oversaw Moleskine media launches and brand awareness campaigns that focused on earned media and content marketing strategies including breakout collections like the Moleskine Evernote notebook collection.

He led the development of brand partnerships at Moleskine including the creation of custom edition design collaborations, digital initiatives, and events with brands like: (RED), Tumblr, the Telluride Film Festival, Dwell.com, the Future of Storytelling Conference, the Broadway musical FUN HOME, the French Embassy in NYC, the School of Visual Arts, MoMA, Sean Kelly Gallery, Michelle Phan and the Instagram based street-art gallery Instagrafite. His design collaborations have included projects with artists: Marina Abramović, Kehinde Willey and Sarah Sze.

Erik also build the first brand team at Greenhouse Software, and was ultimately responsible for the brand strategy, events, PR, employer branding and design. During his time at Greenhouse he rebranded and scaled the Greenhouse user conference into the Greenhouse Open summit and salon series. He worked with the Greenhouse CEO to articulate the company's mission statement. And led his team to securing Greenhouse the #1 ranking for Greenhouse on Glassdoor's Best Places to work list among other awards.

With a background in art and performance, as well as a Masters of Fine Arts degree from the School of the Art Institute of Chicago, Erik has devised, produced and designed live experiences for more than 20 years. He founded a performance festival where he presented over one hundred performances, across seven venues, over two years.