Fuel launches new brand and positioning - Fuelling it Further.

The Fuel Agency has unveiled its new brand positioning — Fuel it Further — marking a renewed commitment to creating meaningful, lasting impact for both people and brands.

The agency is built at the intersection of strategy, creativity, and effectiveness, partnering with ambitious organisations to unlock momentum and build brands that connect, scale, and endure.

With creativity, clarity, and commercial focus, Fuel transforms ideas into impact, moving brands and people forward.

“The ‘Fuel it Further’ philosophy represents more than a tagline, it’s a mindset”, said Tim Kidman, CEO of Fuel.

To support this shift, Fuel has refreshed its brand identity, expanded its capability offering, and introduced a new strategic framework focused on unlocking positive impact across every channel at scale.

From repositioning brands like Safetrac, Padua College, GMCT and Bubs to supporting the reopening of the Australian War Memorial, re-envisioning GMCT and their Harkness brand, to helping save lives and shift behaviour for Victoria’s community, Fuel’s approach delivers bespoke solutions tailored to each client’s needs.

This new positioning is about unlocking potential and driving everything from commercial return to brand value and desirability.

The new positioning reflects a sharper purpose for the agency: to partner with people and brands focused on effective, purposeful growth. It’s underpinned by a problem-solving mindset that champions bespoke solutions over templates.

“Our clients care deeply about what they do. They want to move the dial — on culture, with customers, and within their categories. Our Fuel it Further model flexes to meet them where they are — from inspiring brand platforms to shift perception and spark growth, to retail-focused campaigns grounded in human-centric creativity. We’re here for positive, lasting outcomes”, said Ed Bechervaise, Executive Creative Director and Creative Strategist.

“Our new brand sensibility is built on empathy”, said Kerry Thoonen, Head of Design.

“It symbolises the collective effort, creativity and craft we bring to every job, for every client. We’ve literally embedded our design methodology into a brand that’s simple, robust — and at times, loveable.”

Whether delivering a global campaign or supporting local initiatives, Fuel partners with clients who care deeply about what they do, clients who want to shift culture, spark growth, and fuel their purpose.

Fuel’s new approach is already delivering impact across a broad client base. Recent work includes:

• Launching a global brand positioning for Bubs Australia

• Supporting the reopening of the Australian War Memorial

• Delivering local market campaigns for global health tech leader Dexcom

• Repositioning Padua College with a purpose-driven education platform

• Creating a unified, future-facing brand for the The Greater Melbourne Metropolitan Cemeteries Trust

• Helping Chisholm Institute define a new strategic focus: For the better

Fuel also partners with clients across government, education, commercial and health sectors, including Arborgreen, Australian Mining and Automotive Skills Alliance, Greater Western Water, Labour Hire Authority, Melbourne Archdiocese Catholic Schools, National Health Practitioner Ombudsman, Safetrac, Tibaldi Smallgoods, VISY and World Host Group.

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For media enquiries or to learn more about the Fuel it Further offering, contact:

Tim Kidman – CEO, The Fuel Agency
📧 hello@thefuelagency.com.au
🌐 www.fuelagency.com.au