A development period of epic proportions has led to the launch of the new brand - and name - for FUEL IT, the high performance hardware and software consultancy formerly known as MCS.

Masterminded by Nic Scott with creative and strategic direction input from Mark Case, the iconic 'F' logo is the heart and cornerstone of a radically new corporate identity.

We went far deeper than just a new logo, with a unique brand language and corporate culture expressed throughout all communications materials. This is based on the conjoining of typical IT and PC related components with a counterpart drawn from the hi-tech worlds of aeronautics, the space programme and high performance motorsports - all with a nostalgic 60s sort of feel - the last being particularly pertinent considering that Colin Turkington, British Touring Car champion is the FUEL brand ambassador, and that FUEL are now official IT partners of the Ulster Grand Prix.

Visit the new website (designed in conjunction with Creative Online Media) hereand to get a unique insight into how we developed the brand, check out this early staff presentation here

Our work included development of a unique visual language

Striking stationery sets the tone for the new brand

Vehicle livery was an essential element

Full online and social media integration

A long shopping list included presentation and advertising materials

Press and media advertising commenced from launch

Highlights of the client launch event, attended by friend and brand ambassador, Colin Turkington, British Touring Car champion

Boss of FUEL IT, all-round good guy and Tony Stark's missing twin, Mr Paul Trouton, and below, in keeping with the retro-futurist vibe, is a fun little logo animation Nic put together for the client launch...

Internal branding...

Product branding

External signage

Meeting room branding...

More brilliant brand work

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