FUEL Helps Performer Become Max Power

Most designers spend their days thinking about logos, brochures, or websites.

How about a robot?

Enter performer Kyle Palmer.

Our relationship with Kyle goes back a few years. FUEL previously worked with him on branding and marketing an earlier concept of his called Team Rock — an extreme martial arts performance team.

After eventually selling the business, he approached us last year with an interesting idea: help him name, design and shape the character of a robot persona for performing all over the country at fairs and other events.

This project would live at the convergence of a number of design disciplines – graphic, industrial, experiential – that would come together to create a cohesive whole.

It would also demonstrate how the structure brought to our team’s thinking could extend beyond traditional graphic design to influence the takeaways of a brand for those who interact with it.

The effort evolved into a true collaboration between Kyle, FUEL and the company building the robot suit, resulting in a hybrid design.

The end result: a 9-foot tall robot — complete with its own sound system — that towers above the crowds. Besides posing for pictures, MAX POWER also can pump up the volume and show off his sweet dance moves, to the delight of the crowd.

Also part of the act is NITRO, MAX POWER’s monster truck.

“The truck was more of a clean slate, so we were able to give suggestions on color palette and branding,” said Pat Prior. “It was still a good challenge for us and forced us to think about implementation of the brand beyond more conventional marketing materials.”

Turning any idea into a viable business is always a challenge — one that FUEL welcomes, regardless of the form.

“It’s not a space that we normally play in”, said Bill Bollman, “but it’s always fun to have someone throw out an idea, work through the steps to make it happen, and in a relatively short window of time, see it brought to life.”

You can learn more about Max Power by following his Facebook page:

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