In the fast-paced world of branding and business, the difference between success and failure often lies in one key factor: clarity. Jessi Cabanin, the founder of This Way to Fabulous, Inc., understands this truth better than most. But her entrepreneurial journey is far from ordinary. From a million-dollar failure to founding a creative agency that helps entrepreneurs build magnetic brands, to stepping into the national spotlight as a contestant on The Blox, a reality TV competition for startups, Jessi’s story is one of reinvention, resilience, and redefining what it means to build a brand.
Jessi’s path wasn’t always destined for the spotlight. In fact, her early years were spent immersed in the worlds of collegiate volleyball and graphic design, where she honed her creative skills. It wasn’t long before she realized that the traditional firm life wasn’t for her. “I thought that I wanted more freedom, more control,” she says. “I knew I had a bigger purpose, so I decided to take the leap and build my own brand from the ground up.”
This venture was more than just a business; it was a revolution in her life. After growing and then losing her first seven-figure business, Jessi had the opportunity to rebuild, and it’s this process of reinvention that has shaped her unique approach to branding. Her agency, This Way to Fabulous, doesn’t just create eye-catching logos and color palettes. Jessi’s approach to branding goes beyond surface-level design. “It’s about creating something rooted in who you are, not just what you sell,” she says. “A magnetic brand doesn’t chase; it attracts.”
Jessi’s philosophy on branding reflects her own journey—a blend of authenticity, creativity, and clarity. Over the past decade, she has worked with clients worldwide, developing standout brands and leading rebranding strategies for established companies. Additionally, she has empowered countless entrepreneurs through workshops, one-on-one coaching, and collaborations, helping them align their brands with their true mission.
Her recent appearance on The Blox has marked a pivotal moment in her career. Created by MTV’s Wes Bergmann, The Blox brings together 100 entrepreneurs to compete in high-pressure business challenges. Jessi was selected from more than 50,000 applicants to represent her agency on national television. For five intense days, she went head-to-head with some of the most promising startup founders, facing real-time feedback, pitch challenges, and life-altering lessons. The experience was transformative, to say the least.
But this wasn’t just a typical competition for Jessi. She had a deeply personal reason for joining The Blox and wanted to prove that her journey had been one of true growth. “The Blox was a completely unexpected opportunity to push myself and my business to the next level,” Jessi recalls. “It wasn’t just about the competition; it was about proving to myself that I could handle anything. It was a wake-up call. The feedback I received was invaluable, and it really cemented my belief that clarity is a superpower.”
Her appearance on the show gave Jessi the chance to showcase not only her grit and determination but also her vulnerability. From losing her previous business to facing immense pressure on national television, she demonstrated that success is not without setbacks. “What’s often not shown in the spotlight is the journey of failure, reinvention, and growth,” she explains. “The Blox was a chance for me to share that message with others. It’s not just about the triumphs; it’s about the tenacity and belief in your vision that gets you through the hard days.”
As Season 17 of The Blox airs, Jessi’s message resonates more than ever. “A brand built on authenticity is a brand that thrives,” she asserts. “When you’re clear about your purpose, confident in your mission, and connected to your audience, the results speak for themselves.”
Jessi’s approach to branding has made her a trusted resource for female entrepreneurs and impact-driven business owners who seek more than just a superficial identity. “We’re going beyond logos, color palettes, font choices, and picking the perfect social media handle,” she says. “We’re going to build you an empire that aligns with your values, discover the deeper meaning of your brand’s ‘why,’ and make a lasting impact on your audience.”
For Jessi, it’s not enough to know a client’s “why”—she wants to uncover why that “why” is so deeply meaningful. “I don’t want to know your ‘why.’ I want to uncover why your ‘why’ is your ‘why.’ That’s where the magic happens,” she adds. This deep dive into the essence of a brand is what sets her agency apart and helps entrepreneurs build brands that feel empowered, authentic, and truly reflective of their purpose.
Her agency’s success speaks volumes. In addition to working with clients globally, This Way to Fabulous has received several accolades, including the 2025 Alignable Local Business of the Year and the 2025 Daily Herald Viewer’s Choice Award. These honors reflect not only her business acumen but her commitment to supporting entrepreneurs and helping them build lasting legacies.
Despite her achievements, Jessi remains grounded in her mission. “Whether or not I take home the title, my mission remains the same,” she says. “It’s about redefining what it means to build a brand—one that’s grounded in clarity, authenticity, and purpose. And I’m here to help others do the same.”
Jessi Cabanin’s story is not just about success; it’s a reminder that the best brands are built on a foundation of self-belief, resilience, and clarity. As she continues to lead her agency to new heights, her journey will undoubtedly inspire others to chase their own dreams and create brands that leave a lasting impact.
Fans can follow Jessi Cabanin’s journey on The Blox by visiting The Blox – Jessi Cabanin’s Journey for behind-the-scenes insights and more.
Watch The Blox: https://www.betablox.com/season/season-17
Learn more about Jessi: https://jessi-cabanin.com/
Company Website: www.thiswaytofabulous.com
