FUEL Advertising

  • FUEL Advertising, a Canadian subsidiary of Chicago-based global agency Draft/FCB, wanted to strongly brand their 20,000-ft2, loft-style space in an early 1900’s warehouse.
  • They wanted a creative, engaging, hip message to motivate employees, attract new hires and engage clients, all on a shoestring.
  • FUEL’s trademark “The Power of the Possible” was the focus for the aesthetic of “Power, Punch and Pop.”
    • o Power in establishing significant presence;
    • o Punch in sharp colour accents that energize the space;
    • o Pop (art) in the 1970’s retro fabrics and inspirational sayings prominent throughout the agency.
  • Each element is developed through integrating architecture with industrial materials (HVAC, piping, flooring, wall partitions) for a design full of energy.
  • Striking first impressions in Reception/Boardroom and 13-ft feature plexi screens.
  • A successful use of existing elements, responsible materials, multipurpose Lounge/Café, and attractive workstation price point resulted in a project well under budget.
  • The client was thrilled.

Project Type


219 Dufferin St, #308C, Toronto, M6K 3J1, Canada

Related links


  • Bartlett & Associates
  • Bartlett & Associates
  • Structure Corp.
  • MCM