Inteconnex’s Meyer says FUEL’s approach was a refreshing change for him. “They’re very collaborative. I have worked with a number of other marketing companies in the past and generally you’re working with an account manager who is translating what you say to the designer or writer. I really enjoyed meeting with the creative people, hearing what they’re saying and interacting with them.”Rather than focusing on wires and servers, as Inteconnex’s competitors were doing, FUEL focused on the back-end solutions that define the firm. The resulting logo is a dynamic, intersecting shape that suggests connectivity.

“The logo that FUEL created expresses the attributes of being holistic, comprehensive, innovative and trusted,” says Heskje. “We wanted to distinguish Inteconnex from the competition with something that portrays a higher level of professionalism and a clean, high-tech feel, and they were able to do that.”Meyer says the new Inteconnex brand, which FUEL has carried through its business cards, stationery system, website, collateral materials and trade show banner, has generated a very positive response. “It conveys a highly technical type of field but doesn’t look dated like a lot of what’s out there. It really communicates the integration and connectivity of our system overall.”