Fuel Sport Style Guide

Fuel Sport is a sports nutrition brand focused on helping athletes perform their best. Giving them a broad arsenal of products to help them be their best while maintaining integrity with products free of banned substances.

I crafted a style guide that stayed faithful to those same values. The brand voice and messaging had to appeal to the athlete and resonate with them. It needed to tap into purchasing drivers while staying authentic in an easily understood way, to tell the story of the rich heritage of the brand with authenticity.

Client: Twinlab
Agency: In-house
Creative Role: Creative Direction, Photography, Writer, Designer.
Year: 2016