Fuel Agency launches new brand positioning – Fuel it Further

Fuel Agency has launched a bold new brand positioning – Fuel it Further – marking an elevated commitment to create positive impact for people and the brands it serves.

Operating at the intersection of strategy, creativity and marketing effectiveness, Fuel is focused on helping brands go beyond awareness and sales – to connect deeply, build enduring value, and deliver positive outcomes that continue.

“Fuel it Further is more than a tagline – it’s our mindset,” says CEO Tim Kidman. “It’s about using energy to create focus, creativity to forge connection, and implementation to drive lasting impact. We unlock potential in brands and turn it into something powerful, sustained and socially resonant – from the bottom line to brand perception.”

To support the shift, the agency has refreshed its brand identity, evolved its service offerings, and introduced a new strategic framework designed to unlock positive brand impact across every channel.

“Our clients care deeply about what they do,” says Ed Bechervaise, Executive Creative Director and Creative Strategist. “They want to make a difference – for customers, for culture, and for the category. Our positive impact model is designed to meet them where they are – from visionary brand platforms to retail-ready, results-driven creativity. We’re for creative personality with positive impact.”

This evolution sharpens Fuel’s role as an agency for brands seeking purposeful and measurable growth.

Says Ken Chow, Group Account Director: “We listen, learn, and partner with clients to solve challenges strategically – without templates. Everything is built around their unique goals. It’s a model of fuelling it further, with a focus on real-world results.”

The agency has applied the thinking to the evolution of its own brand and brand sensibility.

Kerry Thoonen, Head of Design, adds: “Our new brand personality is built on connection and empathy. We’re here to champion our clients through creativity that’s both bold and considered.”

Fuel’s creative philosophy is grounded in energy – distilling focus, using creative lateral thinking to amplify ideas, and delivering frameworks, campaigns and platforms that drive meaningful outcomes.

Recent work under the new platform includes a global brand positioning for Bubs Australia, the reopening of the Australian War Memorial, localised campaigns for global health brand Dexcom, a purpose-driven repositioning for Padua College, and brand launches for The Greater Melbourne Cemeteries Trust and Chisholm Institute.

Fuel’s client base spans government, education and commercial sectors, including Agriculture Victoria, National Health Practitioner Ombudsman, Mining & Automotive Skills Alliance, Melbourne Archdiocese Catholic Schools, and more.

To explore the Fuel it Further offering or view case studies, visit thefuelagency.com.au or contact Tim Kidman at hello@thefuelagency.com.au.