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 has been called a “brand therapist” for  organizations who need a brand strategy, story, and plan.

He formerly led brand teams at Moleskine and Greenhouse Software.

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, Voyager HQ 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 is incredibly insightful. He did his research, came prepared to each session, and wasn’t afraid to challenge my ideas. He facilitated sessions productively by providing some structure and accountability, but without pushing his own agenda. He’s a fantastic listener, and he guided the conversation while still allowing it to develop organically.
— Rachel Hawkes, Co-Founder @ ViaHero


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.

Today Erik mentors entrepreneurs at NEW Inc. and Voyager HQ in NYC. He works with B2B and B2C clients in industries like: hardware technology, toys & games, wellness, events, media, consumer goods, and travel.