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.