Active Endeavors


Active Endeavors work image of building

Active Endeavors is an independent, franchise-driven outdoor gear and clothing retailer. When we began working with them, a new store was under construction in Davenport, Iowa.

With its sleek, modern use of metal and glass balanced by more rustic materials like timber and stone, the building felt more like Colorado than the Quad Cities.  The old identity was disconnected from the new palace being built.

Active Endeavors logo old vs new
Expression, typography, texture
Camping texture

Gere Dismer Architects (now Studio 483) were working on the project and invited us in to help with modernizing the identity and advise on signage to maximize visibility and impact for the retailer.

Active Endeavors hero image the outdoors await
Active Endeavors Ads

FUEL helped Active Endeavors revitalize its brand with a new logo, typography and color pallet. The brand style guidelines created a roadmap for other agencies to bring a cohesive presentation to everything from website to POS to apparel.

We are committed to providing high-quality apparel for hiking, skiing, backpacking, camping and any other outdoor activities.
Read more about our work for Studio 483 on our blog.
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