Fuels Capital – Stay All In. With Fuels
- SK: Alicia Enqvist
- PR: William Berg
- DDS: Lara Üzel
- GM: Hampus Wäneland
- CD: Louise Carlström
- PL: Ella Synnelius
The Company
Fuels is a Swedish startup offering liquidity backed by illiquid assets – such as unlisted shares
– without forcing founders to sell or give up control. Their mission: to unlock value that’s stuck
in equity, and empower entrepreneurs to stay all in.
Our task was to position Fuels as a credible, relevant, and desirable alternative to traditional
private banking – and to lay the foundation for a new financial category built for builders.
Background
Launching something that hasn’t existed on the Swedish market before – especially to an
audience that’s seen it all – required more than a campaign. It demanded clarity, trust and a
strategy rooted in reality.
We started by defining Fuels’ role, voice, and reason for being. We mapped out their key
audiences – the entrepreneur and their trusted advisor – and identified where Fuels needs to
appear, and how they should speak. The communication plan outlines channels, content
pillars, and a tone of voice aligned with the mindset of a skeptical but ambitious target group.
Solution
In close collaboration with Fuels, we developed a visual identity where strategy and design
reinforce each other. Rooted in their business model – to catalyze movement – we created a
language of visuals focused on motion: blur, urban settings, and dynamic compositions reflect
momentum and clarity of purpose.
To support both internal alignment and external activation, we delivered tools Fuels can grow
with: editable templates, social media assets, presentation decks, onepagers, and internal
documents.
This isn’t a campaign – it’s a framework. A strategic and visual toolkit designed to build
awareness, trust, and long-term growth.
