FUEL Studio

How we think


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 sketch development

What we do

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.

Areas of Expertise


Brand Development
Social Media

We care about your success because it’s how we measure ours.

Selected Clients

Guthrie Cattle Company logo
Lifewell logo
Nations One logo
Hummer Trucking logo
Interior Perfection logo
Ecolips logo
Jet Air logo
Tanager logo
Marion Public Library logo
Cedar Ridge Distillery logo
Timpte logo
PIECO logo
Twin Shores logo
Iowa City Municipal Airport logo
CarePro Heath Services logo
The Collins Story logo
Active Endeavors logo
Cold Zero Sprits logo
Farmers Hen House logo

Meet the Team

Small but
We look forward to
hearing from you.
Bill Bollman
Creative Director

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.

Hometown: West Union, Iowa
Involved in Design and Marketing since 1988
Interests: Fitness, Travel, Movies

John Allen

Design Director

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 Cushman


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

Alex Schmidt


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

Josh Santel


As technologies evolve, Branding is becoming increasingly multidimensional. With a background in Industrial Design, Josh brings the technical acumen for shaping the physical world, and is adept at visualizing and representing how that applies to the virtual worlds we increasingly live in. He holds a BA in Industrial and Innovative Design from Cedarville University in Columbus, Ohio.

Hometown: Robins, Iowa
Involved in Design and Marketing since 2023
Interests: Cooking, Music, Rollerblading, Reading

Janet Larson

Finance Director

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

John Moes


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