Fuel Transport: Fuel Transport [image] 4

Credits & Description:

Agency: Sid Lee / Toronto
Client: Fuel Transport
Writer: Zachary Radford / Meaghan Nicol / Andrew Ennals
Designer: Dominic Liu / Laura Soper
Editor: Nigel Mcginn
Executive Creative Director: Jeffrey Da Silva / Tom Koukodimos
Agency: Sid Lee
Entrant Company: Sid Lee
Agency Network: Hakuhodo
Holding Company: Hakuhodo Dy
Production Company: Sid Lee
Advertiser / Brand: Fuel Transport
Advertising Agency: Sid Lee
Executive Creative Director: Jeffrey Da Silva
Executive Creative Director: Tom Koukodimos
Copywriter: Zachary Radford
Copywriter: Meaghan Nicol
Copywriter: Andrew Ennals
Designer: Dom Liu
Designer: Laura Soper
Account Executive: Katherine Craig
Account Executive: Sophie Carle
Editor: Nigel Mcginn
Synopsis:
We wanted establish a logistics brand with a distinctive take on a seemingly one-dimensional industry. The logistics industry is obsessed with raw efficiency and effectiveness. Everyone is shouting about speed and size. But Fuel, a privately-owned Canadian logistics & transportation company, sees logistics as more than that. Headquartered in Montreal, the company possessed a characteristically charismatic and ebullient French Canadian character that differentiated it from competitors, especially from a client and customer service standpoint. As the company was at an inflection point, planning to expand their operations across North America, it needed to crystallize its compelling alternative offering.
Our task was to help Fuel tell its emotional positioning in a more charming way through its logo, which would become its most important calling card.
We used the simple container to bring the notion of intelligent transport to life. Fuel would be characterized not as a transportation company, but as an intelligent transportation company, thanks to its strengths in creative problem solving, adaptability, and flexibility. It would stand apart as the solution that values brains over brawn, joining significant horsepower with even more impressive brainpower. The brand would communicate its value in helping solve problems and simplify the benefits of logistics in ways shippers (and ultimately consumers) could understand and appreciate. The container helped us do so in an impactful way through its simplicity and adaptability. Being the fundamental building block of transportation, the container was used as the core visual device to create a modular system for Fuel that could be used to tell a story for every single one of its clients.
Fuel is a challenger brand committed to delivering the things people need to do the things they love. Ethnographic research revealed that Fuel’s impassioned culture and relationship-led offering lent itself to forming stronger bonds with its clients. Shippers are increasingly seeking partners that can take tactical problems and lead them to strategic solutions; trust is now valued significantly over cost. Fuel’s strength in being able to handle domestic and international shippers’ increasingly complex and volatile problems, with dedication and a fist-pump, gave it a distinct advantage. We designed Fuel’s brand to balance empathy and tenacious ambition, believing that transport is ultimately about facilitating everyday life moments. This impact-focused positioning would firmly establish Fuel as a challenger brand, eschewing the cold and transactional nature and promises used by other logistics companies.
An identity as lively & down-to-earth as the company it represents. Inspired by the container as the core building block of transportation, the logo features a simple and adaptable bracket. Simplicity is achieved through the brand colors of black and grey as bright, neon colors are common in this loud industry. Circular was purposely chosen as the typeface to not overpower the visuals, yet provide geometric stability. Seamless photography enabled us to showcase the breadth and scope of what Fuel transports, as well as those symbols of intelligence (i.e. Rubik’s cube). The container’s adaptability reflects the intelligence that sets Fuel apart, alluding to complex situations and problems. It grows and shrinks to hold what’s contained within it and was used to create an energetic, dynamic visual device that could scale. The visual identity was rolled out across print materials, website, trucks, packing tape, company offices, recruitment materials and stationery.