Fuelhaus Creative Services: Capabilities & Sample Work

1090 Univ ersity Avenue I Suite 206F I San Dieg o, Cali fornia 92103

p: 619.574.1342 I f: 619.574.1378 I e: [email protected] I w: fuelhaus.com I b: sparkhaus.com

THE HAUS: The Fuelhaus Philosophy

Chances are, you’ve heard the world “brand” a lot lately. While branding is not a new concept, companies

are starting to invest in it more and more. Once seen as simply a logo to be slapped on by the marketing

department, brand is now more than a mere buzz word, it’s about the bottom line.

Successful companies are dedicated to building their brand from the inside out. Successful companies have

a certain mojo that everybody wants a piece of. Successful companies have strong brands that connect to

us, the consumer, and make our hearts beat faster.

Today, brand development is the most important means you have to develop a sustainable edge in the

marketplace. When done correctly, it is a manifestation of your company’s personality and it puts your

heart on your sleeve. In a world where copy cats abound and the “new” is always fleeting, it’s the companies

with strong brands that get the perks: think Starbucks, Apple, Tiffany’s, Target - because they have invested

in their brands in the past, they are able to reap the benefits today. They can charge a premium for their

products and, most importantly, they stand out from the competition. By investing in your brand, you’re

investing in your company’s future, period.

Fuelhaus develops, creates and cultivates brands that people want to be a part of. We believe that great

brands are like a farm: organic, self-sustaining foundations that respond to their environment. The Fuelhaus

philosophy dumps preconceived notions and cultivates ideas that grow industry-leading, stand out brands.

But, remember that work on the farm is never done. Once we’ve planted the seeds of your brand together,

YOU must live it to make it succeed. Your employees must buy in, it must take root in everything that you

do and then, and only then, will it have the power to effect change. It’s a hard day’s work but leads to a

beautiful harvest.

Let’s get started.



THE HAUS: Fuelhaus Key Personnel

Kellie Schroeder, President / Creative Director

Kellie is the Wünderwoman of logic, systems, brand and design. Her work on both coasts include product

development, naming, brand identity, print and web design for big brands like Station Casinos, Wildwood

Casino, Procter & Gamble, Kroger Brands, Coors, Disney, NIckelodeon and Kraft Foods as well as many

mid-sized consumer brands. Kellie has been President of Fuelhaus for 14 years and teaches typographic

design and branding at San Diego State University.

Ty Webb, CFO / Project Manager

Kellie’s big picture thinking becomes reality via Ty’s detail-oriented brain. Ty’s keen eye for detail and his

mastery of systems, schedules, budgets and deadlines makes him the lifeblood of Fuelhaus. Ty brings

national design experience to Fuelhaus via his work in for The American Stock Exchange, LaBatt Breweries,

Diebel, Coors, Procter & Gamble, Dirt Devil , Paramount Productions, Stewart Title and Guaranty and others.

Michelle L. Stinnett, VP of Marketing and Business Development

A successful brand evolves. That’s where Michelle comes in. A self-proclaimed “brand evangelist,” Michelle

helps clients analyze and develop web, print and email marketing campaigns that boost brand awareness

and produce measureable results. Her 17 years experience include management positions with Fortune

500 technology and real estate companies in San Diego, California. An avid writer, you can find Michelle’s

insights on branding and marketing in the Fuelhaus Skool of Fresh blog as well as many online publications.



THE BLING: Awards & Recognition

Design & Print MediaLogolounge.com, 2008Logos selected for inclusion into published 2009 edition.Black Market Brewery Logo

Logolounge.com, 2007Logos selected for inclusion into published 2008 edition.Saddle Bar LogoSanta Fe Eyes LogoRocket Fitness Logo

League of American Communications Professionals 2003 Spotlight AwardsTop 100 Publicity Materials of 2003Silver Award For Excellence in the Development of the Contractor Outreach Mini CD

League of American Communications Professionals 2002 Magellan AwardsBronze Award - Government Communications, 2002

Printing Industries of America2001 Certificate of Merit, Premier Print Award

Graphic Design USA MagazineNational Graphic Design Award for Design ExcellenceEl Cortez Coasters, 2004Fuelhaus Building a Brand Direct Mail Series, 2004Hopie Trademark, 2004Marriott Hotel and Marina Summer Fun Guide, 2004Cadbury Schwepps Newsletter Design, 1992

Print National Graphic Design Award for Design ExcellenceVarious clients: 2000, 2001, 2002

Mead Top 60National Graphic Design Award for Design ExcellenceVarious clients: 1993, 1994

America’s Corporate IdentityNational Graphic Design Award for Design ExcellenceVarious clients: 1992, 1993

Art Directors Club of Cincinnati Graphic Design AwardsGold, Silver & Bronze awards for various clients 1994, 1995, 1996, 1997

Dayton Ad Club Graphic Design Award for Design ExcellenceVarious clients: 1992, 1993

Art Center Dayton Regional Graphic Design Award for Design ExcellenceVarious clients 1994, 1995, 1996, 1997



THE BLING: Awards & Recognition (Continued)

Business & Industry AwardsMetropolitan Who’s Who AwardKellie Schroeder, 2007

Guest Speaker on Brand StrategyKellie Schroeder, 2004, 2005, 2006, 2007, 2008

AcademicKeys Who’s Who in Fine Arts EducationKellie Schroeder, 2005, 2006.

SDSU Graphic Design Curriculum Committee MemberKellie Schroeder & Ty Webb, 2003, 2004, 2006, 2007, 2008

Nicky Award, Outstanding Businesswoman of the YearKellie Schroeder, 2002



C APABILITIES

Branding

Brand Consulting & Training

Brand Development

Brand Identity

Brand Naming

Brand Positioning

Brand Strategy

Re-Branding / Market Repositoning

Marketing

Market Research

Marketing Strategy

Marketing Campaigns: Development & Tracking

Copywriting / Editing

Design

Advertising

Annual Report Design

Banner Ads

Catalog Design

Corporate Identity

Environmental Design

Experiential Design

Flash E-cards

Identity Systems

In-Store Display Systems

Logo Design

Package Design

Photography

Print Design

Signage / Wayfinding Systems

Store Design

Web Design

Web Design & Development

Web Development

Web Strategy

Web Design

Site Architecture

User Interface Design

Interactive Design

Flash Interactive Programming

Flash Animation

Content Management Systems

WordPress Programming

Social Networks

E-commerce

Programming:

- Open Source: Java, J2EE, Beans,

Spring, iBatis, Hibernate, Maven,

- Microsoft: .Net, C#, Web Services, NAnt

- PHP, JSP, ASP, XML, CSS and many other

web technologies

- CMS/Blogging Platforms: Drupal,

Wordpress,, Joomla

- DB: Oracle, SQL, MySQL

- End-to-end development lifecycle:

needs assessment, requirements gather-

ing, system specification, architecture,

design, coding, thorough testing, release,

and complete documentation.



CLIENT LIST:

American Gaming Group

Anthem Church Supply

ByDesign Financial Solutions

City of San Diego

Clark Security Products

Cox Communications

Culinary Concepts

Dirt Devil

Ethicon / Johnson & Johnson

Fairway Technologies

Hewlett-Packard

Hilton Families

Hot Springs Spa

Homestead Suites

Inland Empire Brewing Company

InterFuel Interactive

Imagination Entertainment

Jack in the Box

The J Peter Block Companies

KFMB-TV 8 / San Diego

LG Phones / Fusic

Liberty Station

Marriott

Marriott International

Michael’s Cookies

Monarch, Realtors®

Paramount Productions

Pregame.com

Procter & Gamble

Providian Visa

Promote La Jolla

Qualcomm, Inc.

Red Rock Casino

Rhino Linings, USA

San Diego Regional Energy Office

San Diego Zoo

SellSmart Real Estate

Scripps Howard National Spelling Bee

South-Western Publishing

Sprint

Station Casinos

Stewart Title of California

Stewart Title Guaranty Co.

Virgil’s Fine Soaps

Walter Andersen Nursery

Wildwood Casino



PORTFOLIO: WEB

Clark Security Products

• Web Design

- PHP / CSS Programming

http://www.clarksecurity.com

Cerius Interim Executive Solutions

• Naming

• Brand Identity

• Website Design


- CMS Functonality

http://www.ceriusinterim.com



PORTFOLIO: WEB

Red Rock Casino

• Brand Identity

• Web Design / Development

- Online Booking System


- Flash

http://www.redrocklasvegas.com

Seating Concepts

• Website Design

• Web Design / Development

- 400+ item online catalog

- DotNetNuke Programming

http://www.seatingconcepts.com



PORTFOLIO: WEB

We-R-Home Website

• Brand Strategy

• Brand Identity

• Web Design


- Flash Integration

http://www.werhome.com

Anthem Church Supply

• Naming

• Brand Identity

• Website Design


http://www.anthemchurchsupply.com



PORTFOLIO: WEB

Pregame.com

• Brand Strategy

• Brand Identity

• Web Design


- Flash Integration

http://www.pregame.com

ChatRelations.com

• Brand Strategy & Positioning

• Brand Identity

• Website Design


http://www.chatrelations.com



PORTFOLIO: WEB

The Meeting Manager

• Brand Strategy & Positioning

• Brand Identity

• Web Design


- Flash

http://www.tmmdmc.com

ZizZazz Energy Powder

• Website Design

- WordPress Build

- CMS Functonality

http://www.zizzazz.com



PORTFOLIO: WEB

Stewart Title

• Animated E-Cards

- Flash

• E-card Dashboard


- Flash

http://www.stewartaccess.com

Mansoap

• Product Naming

• Brand Identity

• Package Design

• Website Design

http://www.mansoap.us



PORTFOLIO: BR AND IDENTIT Y



PORTFOLIO: WEB USER INTERFACE DESIGN

Web User Interface Design & Web Architecture

Fuelhaus and Qualcomm partnered in this project for an internal meeting software called QVisit. We

designed the logo, developed the brand and created the icons and interface for this software. The goal was

to create a fun interctive interface that Qualcomm employees would actually use. This meant that the solu-

tion had to have a low learning curve and the ability to adapt and expand with the security technology that

was already in place.

You can view all of the states by visiting http://www.dinnerhaus.com/QVISIT

Finished page with measurements, color palettes and typographic conventions.



PORTFOLIO: W E B U I D E S I G N : C O N T I N U E D

Additional Screens

Below are a few sample screens, showing how Fuelhaus uses logic to develop user interface systems.




PORTFOLIO: WEB

Web User Interface Design & Web Architecture

Fuelhaus and Qualcomm partnered in this project for an internal meeting software called QVisit. We

designed the logo, developed the brand and created the icons and interface for this software. The goal was

to create a fun interctive interface that Qualcomm employees would actually use. This meant that the solu-

tion had to have a low learning curve and the ability to adapt and expand with the security technology that

was already in place.


Finished page with measurements, color palettes and typographic conventions.




Additional Screens

Below are a few sample screens, showing how Fuelhaus uses logic to develop user interface systems.





Icon Design

For QVisit, Fuelhaus created a color palette and an illustrative style to illustrate a complete icon series.

The examples below show variable states for the icons used throughout the QVisit site.




P O R T F O L I O : B R A N D D E V E L O P M E N T

ZizZazz Energy Powder

Fuelhaus was asked to redesign the Zizzazz website and reposition the product. We reworked the existing

brand and to make it reach a more youthful, hipper market (early adopters). Below are a few applications .




Pregame.com

Fuelhaus designed the brand for this online betting site. The brand reaches out to it’s audience by using a

quirky manly voice for it’s brand voice.

Website T-shirts

Controversial Billboard

Game CardsLogo



P O R T F O L I O : N A M I N G & B R A N D D E V E L O P M E N T

Mansoap

Fuelhaus positioned, designed and copywrote everything for this off the wall brand. It’s a big seller with U.S.

soldiers in Iraq! Visit the website for more fun! http://www.mansoap.us

Website

Logo

Package Design



P O R T F O L I O : C H A R A C T E R D E V E L O P M E N T

Spotya!

An avatar or character can really help a brand resonate

with it’s customer. Fuelhaus created Spot, a lovable dog

that “spots you cash” for fun things online. Here are the

many forms that Spot took during development.

ByDesign Financial Solutions

Fuelhaus designed an icon that had personality

by creating a series of action icons, or avatars,

for the brand.

Other Characters

Busy BeeCowboy Slim Hummingbird



P O R T F O L I O : B R A N D R E P O S I T I O N I N G

Fuelhaus thought that designing a character for this company would help put a face on a cold subject

matter (technology). By developing the character, we were able to develop something memorable, tangible

and fun to brand.

Early Concepts

Final Logo Variations

Brand Build out




Shave•It

Fuelhaus developed the positioning and brand for this franchise store concept. The stores would be in

strip malls, selling unique flavors of Hawaiian shave ice. Fuelhaus created several concepts to

differentiate the brand (see below!)

Funky logo & Flavor Combinations

Snowboard Blade

Snowboard Blade

Street Sign Neon Sign

Fuelhaus Creative Services: Capabilities & Sample Work

Design

Transcript of Fuelhaus Creative Services: Capabilities & Sample Work