Fuelhaus Creative Services: Capabilities & Sample Work

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

T H E H AU S :
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.

p: 619.574.1342 I f: 619.574.1378 I e: kellie@fuelhaus.com I w: fuelhaus.com I b: sparkhaus.com


T H E H AU S :
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 Media
Logolounge.com, 2008
Logos selected for inclusion into published 2009 edition.
Black Market Brewery Logo

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

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

League of American Communications Professionals 2002 Magellan Awards
Bronze Award - Government Communications, 2002

Printing Industries of America
2001 Certificate of Merit, Premier Print Award

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

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

Mead Top 60
Various clients: 1993, 1994

America’s Corporate Identity

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

Dayton Ad Club Graphic Design Award for Design Excellence

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



THE BLING:
Awards & Recognition (Continued)

Business & Industry Awards
Metropolitan Who’s Who Award
Kellie Schroeder, 2007

Guest Speaker on Brand Strategy
Kellie Schroeder, 2004, 2005, 2006, 2007, 2008

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

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

Nicky Award, Outstanding Businesswoman of the Year
Kellie Schroeder, 2002



C A PA B I L I T I E S

Branding Web Design & Development
Brand Consulting & Training Web Development
Brand Development Web Strategy
Brand Identity Web Design
Brand Naming Site Architecture
Brand Positioning User Interface Design
Brand Strategy Interactive Design
Re-Branding / Market Repositoning Flash Interactive Programming
Flash Animation
Marketing Content Management Systems
Market Research WordPress Programming
Marketing Strategy Social Networks
Marketing Campaigns: Development & Tracking E-commerce
Copywriting / Editing
Programming:
Design - Open Source: Java, J2EE, Beans,
Advertising Spring, iBatis, Hibernate, Maven,
Annual Report Design - Microsoft: .Net, C#, Web Services, NAnt
Banner Ads - PHP, JSP, ASP, XML, CSS and many other
Catalog Design web technologies
Corporate Identity - CMS/Blogging Platforms: Drupal,
Environmental Design Wordpress,, Joomla
Experiential Design - DB: Oracle, SQL, MySQL
Flash E-cards - End-to-end development lifecycle:
Identity Systems needs assessment, requirements gather-
In-Store Display Systems ing, system specification, architecture,
Logo Design design, coding, thorough testing, release,
Package Design and complete documentation.
Photography
Print Design
Signage / Wayfinding Systems
Store Design
Web Design



C L I E N T L I S T:

American Gaming Group Promote La Jolla

Anthem Church Supply Qualcomm, Inc.

ByDesign Financial Solutions Red Rock Casino

City of San Diego Rhino Linings, USA

Clark Security Products San Diego Regional Energy Office

Cox Communications San Diego Zoo

Culinary Concepts SellSmart Real Estate

Dirt Devil Scripps Howard National Spelling Bee

Ethicon / Johnson & Johnson South-Western Publishing

Fairway Technologies Sprint

Hewlett-Packard Station Casinos

Hilton Families Stewart Title of California

Hot Springs Spa Stewart Title Guaranty Co.

Homestead Suites Virgil’s Fine Soaps

Inland Empire Brewing Company Walter Andersen Nursery

InterFuel Interactive Wildwood Casino

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



P O RT F O L I O : W E B

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




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




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




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




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




Mansoap
• Product Naming
• Brand Identity
• Package Design
• Website Design

http://www.mansoap.us

Stewart Title
• Animated E-Cards
- Flash
• E-card Dashboard
- Flash

http://www.stewartaccess.com



P O RT F O L I O : B R A N D I DENTIT Y



P O RT F O L I O : W E B U S E R I NTERFACE 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.



P O RT F O L I O : 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.




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.



P O RT F O L I O : W E B U I D E S I G N : C O N T I N U E D

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.



PORTFOLIO: BRAND DEVELOPMENT

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

Logo
Game Cards



PORTFOLIO: NAMING & BRAND DEVELOPMENT

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

Logo

Website

Package Design



PORTFOLIO: CHARACTER DEVELOPMENT

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

Cowboy Slim Busy Bee Hummingbird



PORTFOLIO: BRAND REPOSITIONING

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


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