Getting on the Fast Track

“We’re always swamped in the shop, our sales are right on track, and I’ve pre-sold seven of my highest-line products,” says Maverick Powersports owner Paul Bachman, whose vision is to become the region’s primary source of new and used snowmobiles, ATVs and prowlers, as well as powersports apparel, repair and warranty work.

He credits FUEL with helping his Arctic Cat dealership roar out of the gate, powered by a new business name, logo and brand identity.

“There was no question that’s who I wanted to work with,” Bachman says. “They have a very layered, in-depth process for developing the whole identity, starting from scratch with understanding what I was looking to do and who I was looking to capture.”

Working with FUEL, he chose the name Maverick to signal his desire to stand out as the premier powersports company in the area.

“For our identity, I wanted a really edgy look that a young kid would get excited about, but I also wanted the older demographic to feel comfortable coming into the shop, so I was looking for something edgy yet classy.

“They really nailed it,” Bachman says. “Everybody who sees our look gets excited about working with us. They want someone who will treat them right and always wants to go faster and better. The whole image and logo set the direction that we’re going to keep going farther from here.

”In the first three months of business, Maverick knocked off established competitors to claim the second brand position in its market, he adds.

“I can’t say enough good things about FUEL and what they did for us,” says Bachman. “Individually they are very strong, and collectively they really feed off each other to come up with the best ideas.”

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