Fuel Accelerator Case Study: A Brand Identity Prepared for Long-term Growth

Fuel Accelerator is a global network dedicated to scaling startups through comprehensive curriculum, strategic connections, and access to capital. With a focus on enterprise readiness and technology commercialization, Fuel has accelerated 76 startups across nine programs, facilitating over $240 million in funding and securing 140 enterprise pilots and contracts. 

As Fuel was preparing for rapid growth and expansion, they sought a brand identity that would reflect their innovative spirit and forward-thinking approach. They turned to Norris Design to bring this vision to life.

The Challenge

Fuel's existing branding did not fully capture the vibrancy and technological focus of their programs. They needed a refreshed identity that would resonate with tech-savvy startups and corporate partners alike, conveying a sense of innovation, scalability, and global reach.​ Setting the company a part and creating a brand that is memorable was important for them.

Our Approach

We initiated the project with a discovery session to understand Fuel's mission, values, and target audience. This foundational step ensured that our design strategy would align seamlessly with their goals.

Logo Enhancement:

We revitalized Fuel's logo to embody a more vibrant and tech-focused aesthetic. The updated design features dynamic elements symbolizing acceleration and growth, aligning with Fuel's commitment to propelling startups forward.​

Comprehensive Brand Identity:

Our team developed a cohesive brand identity system, including:

• Color Palette: A selection of bold, energetic colors that evoke innovation and excitement.​

• Typography: Modern, clean fonts that ensure clarity and readability across all platforms.​

• Custom Illustrations: Unique visuals representing the convergence of technology and human ingenuity, reflecting Fuel's role in bridging startups with enterprise opportunities.​

• Style Guide: A detailed guide to maintain consistency in branding across all materials and communications.​

LinkedIn Growth:

Fuel also brought us on to manage their LinkedIn presence—an essential channel for reaching founders, mentors, and investors. We developed and executed a content strategy aligned with the new brand voice, ensuring every post spoke to their niche community.

• We managed end-to-end content creation, scheduling, and community interaction.

• Our strategy focused on engagement, relevance, and thought leadership.

• Content highlighted cohort milestones, partner wins, and insights from Fuel’s network of mentors and VCs.

In under a year, we helped Fuel grow their LinkedIn presence from 700 to 2,000+ followers in a very niche audience, creating a curated and engaged audience aligned with their mission. Engagement rates consistently outperformed industry averages, showing strong resonance with their content.

Result

Fuel’s refreshed identity has already begun supporting their larger expansion efforts, both online and in high-stakes conversations with stakeholders. Their brand now matches the forward-thinking programs and high-caliber partnerships they’ve built over time.

We’re proud to serve as a creative and strategic partner as Fuel continues to grow its global reach, invest in entrepreneurs, and reshape what’s possible in tech.