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Process-driven
Creativity can be difficult to articulate, so our design process adds structure and rigor to problem-solving and collaboration. This gives our clients a clear understanding of where they are in the proceedings, and what’s coming next.
Strength in numbers.
FUEL specializes in brand development. We believe a brand is an asset, and in turn, should be viewed as an investment rather than an expense. We also believe long-term goals are the best influence for short-term decisions.
How does this philosophy impact our approach? Here’s a look at our core offerings:
Brand Strategy
Our Brand Strategy Document clearly articulates your beliefs, your purpose, and how to go about your business. This will serve as your brand’s roadmap for years to come.
Brand Identity
Start with a logo, color, and typography. Then add photography, illustration, iconography, and voice and tone to the mix. These core elements are used to distinguish your brand.
Brand Implementation
Here’s where it all comes together. Strategy, art, and copy working cohesively to create an impressive presentation that appeals to staff, customers, and key constituents. This can be through your website, advertising, collateral, packaging, video, environments, or social media, to name a few.
All told, clients work with FUEL to help refine who they are, where they’re going, and how to present themselves most effectively in order to get there. The result? A brand that’s differentiated within the market. And built to withstand the test of time.
Our efforts are purposeful, timely, and holistic. We keep an eye on the big picture, and the long view.
Art meets strategy.
Capabilities
Brand Development
Strategy
Naming
Identity
Print
Packaging
Advertising
Digital
Web
Social
Presentations
Video
Photography
Illustration
Symbols
Environments
Bill Bollman is FUEL’s Creative Director. Before co-founding FUEL in 2001, he worked for Horizon Communications, JW Morton and Basler Design Group. Bill studied Illustration at Hawkeye Tech in Waterloo, Iowa. An expert in the “old ways” of hands-on print production, these skills influence his work in the digital world to this day. His work throughout his career has been featured in international publications including Graphis, How International Design, Communication Arts, and The One Book as well as numerous design annuals and reference books.
Design Director John Allen brings strong strategic thinking to the studio to go along with his photography, videography, video editing and design acumen. He holds a BFA in Graphic Design from the University of Iowa. Prior to joining FUEL in 2015, John worked as a freelance designer and ran his own wedding photography business while in school.
Hometown: Cedar Rapids, Iowa
Involved in Design and Marketing since 2015
Interests: Family, Travel, Outdoors & Cycling, Food & Drink
Grant is a Designer with FUEL. With over 19 years of experience in graphic design in the fields of printing and design – much of it in the motorcycle industry – he brings an artist’s eye to his work in to the studio each day. He holds a Bachelor of Arts degree from Buena Vista University in Storm Lake, Iowa. Grant joined our team in 2015.
Hometown: Mt. Pleasant, Iowa
Involved in Design and Marketing since 2001
Interests: Motorcycles, Welding, Mid-Century Design
Designer Alex Schmidt brings a fresh perspective and passion for thoughtful design to the studio. She graduated from Iowa State University in 2017 with a BFA in Graphic Design. Before joining the FUEL team in 2019, Alex gained design experience in higher education, collegiate athletics and packaging for the food and beverage industry.
Hometown: Liberty, Missouri
Involved in Design and Marketing since 2017
Interests: Home Decorating, Movies, Antiquing
Managing both the studio and the books, Janet Larson is FUEL’s Finance Director. Drawing on a diverse professional background that spans restaurant franchise management, agribusiness, healthcare and pension administration, Janet brings a unique blend of experience, balance, structure and stability into her role. Her resume includes a BA from the University of Iowa, having double majored in Elementary Education and Psychology.
Hometown: Iowa City, Iowa
Involved in Design and Marketing since 1979
Interests: Music, Cooking, Reading
Writer Kippen Miller brings a unique perspective into a studio of graphic designers. He joined FUEL in 2022 as a recent graduate from Taylor University in Upland, Indiana, with a Bachelor of Science in Professional Writing. In college, he wrote for the campus newspaper and worked with two literary magazines.
Hometown: Alburnett, Iowa
Involved in Design and Marketing since 2022
Interests: Role-Playing Games, Books, Movies
John Moes co-founded FUEL in 2001. Prior to his time in the agency world, John worked in the automotive industry and agribusiness. He also worked over 8 years on the client side of the business at Rockwell Collins. His well-rounded responsibilities covered many facets of the company’s business development and marketing initiatives, including design, publishing, business communications and interactive. His teams took part in two rebranding efforts during that time. In recognition of the contributions he’s made to the local business community, John was inducted into the Advertising Federation of Cedar Rapids Hall of Fame in 2017. He holds a BFA in Graphic Design from Mount Mercy University.
Hometown: Linn County, Iowa
Involved in Design and Marketing since 1992
Interests: Aviation and Anything Vintage
