Brand Goodness.  Musings on Brand Marketing

CruzFuel Ethonol Brand Development

Working as a Team

This is a look and feel we developed pro bono for an ethanol fuel alternative that could help save the planet. An admirable goal, and hundreds of shop hours were given free to name the product, find an available URL, purchase the domain and give the product line a fresh, accessible attitude and distinctive corporate voice.

Unfortunately, as with some exciting brand opportunities, client follow-through in this case was just not there. We've been designing brand identities long enough to know that the CEO needs to "get" branding--and must have a developed design sense (like Steve Jobs, whom we've worked for). The designer and client must be, as they say, sympatico. If not, even the best brands with powerful potential can simply fizzle on the launch pad.