Discover our head of design Kerry Thoonen’s love of brand and why she believes in the power of graphics.

“Coming from a pure branding background, I understand the importance of setting something up. Setting something up so it has enough in its DNA that it can stay true to itself while having the ability to stretch. Setting it up so it is recognisable regardless of who it is talking to or where it is talking from.”

“Since joining the team at Fuel, my perspective of how brands are used effectively has broadened. Working from inception through to execution has sharpened my focus on what works. Creating flexible brand systems rather than rigid brand rules.”

“Working directly with our strategy team, copy writers, production teams and of course our other designers means I have had the privilege of using design to either guide or to enhance the brand’s core message.”

“Graphic design is always a communication tool. But good brand design ensures the overarching story is constantly felt and delivered. Any time we create or refresh a brand the job of our designers is to ensure that we are communicating its essence. We create something with feeling, a feeling that can be replicated over and over, regardless of each individual piece of communication.”