--- title: New look, same Refuel description: Refuel's new brand is finally across the finish line. Here's the story of how we developed the brand that will take us into the future. image: https://www.refuelcreative.com.au/hubfs/Copy%20of%20Blog%20Header%20Images%20%281%29.png --- [Skip to content](https://www.refuelcreative.com.au/blog/new-look-same-refuel#main-content) [![Refuel Creative](https://www.refuelcreative.com.au/hubfs/Refuel%20TM%20Logo%20-%20Colour/Monza%20Red%20Refuel%20Logo%20SVG%20Trademarked%20RGB.svg "Refuel Creative")](https://www.refuelcreative.com.au) [Let's work together ** ](https://www.refuelcreative.com.au/contact) ** Find your fast track to success - [Who we are ** ](https://www.refuelcreative.com.au/who-we-are) - [Our partners ](https://www.refuelcreative.com.au/who-we-are/our-partners) - [Our values ](https://www.refuelcreative.com.au/who-we-are/our-values) - [Meet the crew ](https://www.refuelcreative.com.au/who-we-are/meet-the-pit-crew) - [Join the team ](https://www.refuelcreative.com.au/who-we-are/join-the-team) - [What we do ** ](https://www.refuelcreative.com.au/what-we-do) - [Digital strategy ](https://www.refuelcreative.com.au/what-we-do/digital-strategy) - [Marketing automation ](https://www.refuelcreative.com.au/what-we-do/marketing-automation) - [HubSpot CRM implementation ](https://www.refuelcreative.com.au/what-we-do/hubspot-crm-implementation) - [Analytics and reporting ](https://www.refuelcreative.com.au/what-we-do/analytics-and-reporting) - [Web design and development ](https://www.refuelcreative.com.au/what-we-do/web-design-and-development) - [Managed WordPress hosting ](https://www.refuelcreative.com.au/what-we-do/managed-wordpress-hosting) - [SEO ](https://www.refuelcreative.com.au/what-we-do/search-engine-optimisation) - [Google Ads and PPC advertising ](https://www.refuelcreative.com.au/what-we-do/google-ads-and-ppc-advertising) - [Digital advertising and P4P ](https://www.refuelcreative.com.au/what-we-do/digital-advertising) - [Social media marketing ](https://www.refuelcreative.com.au/what-we-do/social-media-marketing) - [Content marketing ](https://www.refuelcreative.com.au/what-we-do/content-marketing) - [Video production ](https://www.refuelcreative.com.au/what-we-do/video-production) - [Email marketing ](https://www.refuelcreative.com.au/what-we-do/email-marketing) - [Training and speaking ](https://www.refuelcreative.com.au/what-we-do/training-and-speaking) - [Smart phone systems ](https://www.refuelcreative.com.au/what-we-do/smart-phone-systems) - [AI and automation ](https://www.refuelcreative.com.au/what-we-do/ai-and-automation) - [Our work ** ](https://www.refuelcreative.com.au/case-studies) - Resources - [Blog ](https://www.refuelcreative.com.au/blog) - [Downloads and resources ](https://www.refuelcreative.com.au/resources) - [Glossary ](https://www.refuelcreative.com.au/glossary) - [Events ** ](https://www.refuelcreative.com.au/events) ### Let's get started - [Set up a meeting ** ](https://www.refuelcreative.com.au/contact) - [Call us on 1300 699 742 ** ](tel:%20+611300699742) - [Get in touch online ** ](https://www.refuelcreative.com.au/contact) - [Submit a support ticket ** ](https://www.refuelcreative.com.au/help/portal/new) - [Login ** ](https://www.refuelcreative.com.au/_hcms/mem/login?redirect_url=https://www.refuelcreative.com.au/) - [Sign up ** ](https://www.refuelcreative.com.au/_hcms/mem/register?redirect_url=https://www.refuelcreative.com.au/) - [Help ** ](https://www.refuelcreative.com.au/help) [** ](https://www.facebook.com/refuel.digital/) [** ](https://www.instagram.com/refuelcreative/) [** ](https://www.linkedin.com/company/refuel-creative/) [** ](https://www.threads.net/@refuelcreative) [** ](https://www.tiktok.com/@refuelcreative) [** ](https://twitter.com/refueldigital) [** ](https://www.youtube.com/@refuelcreative) Stay updated with everything Refuel Subscribe ** ![](https://www.refuelcreative.com.au/hubfs/Copy%20of%20Blog%20Header%20Images%20%281%29.png) Share this article Subscribe ** # New look, same Refuel ![](https://www.refuelcreative.com.au/hubfs/Copy%20of%20Blog%20Header%20Images%20%281%29.png) [Sam Hutchinson](https://www.refuelcreative.com.au/blog/author/sam-hutchinson) • Published: 03 August 2022 Last updated: 03 August 2022 [Refuel](https://www.refuelcreative.com.au/blog/tag/refuel) What do you think of our new paint job? For the past few months, our Refuel team has been hard at work on getting our new brand across the finish line. We wanted this brand to stand out in a sea of grey, showing our team’s personality; but we also wanted it to respect our history. Here’s how and why we developed a new brand. ## Why rebrand? The old Refuel brand was developed with a ‘gardener's approach’. Rather than building a brand from the ground up, we made changes to our brand over time and let it grow organically. While this captured our identity and personality in a way our clients connected with, we felt it was time we updated our brand to capture Refuel in 2022. When Ryan launched Refuel in 2016, Ryan was the Refuel team. There was no Refuel office and clients were based in Australia, with a couple more in New Zealand. Today, we’re a global digital marketing team of more than 12 people, and we were recently recognised as one of the fastest growing companies in South Australia. In other words, we’ve matured as an agency. We needed a brand that captured this maturity and could underpin the next five years of Refuel and beyond. ## The brand Refuel has always had a history with motorsport. Ryan’s passion for motorsport is there for all to see (anyone who’s been in his office would know); before Refuel, Ryan carried out several projects with Pure Motorsport, the Australian Rally Championship, and Rally SA. Even the name, Refuel Creative, was heavily influenced by Motorsport. We met with an Adelaide-based branding agency called sector7g to help us develop our new brand. We’d tried to rebrand in the past, but any branding attempt was fraught with difficulty due to the fact that our team was too close to the Refuel brand - we needed an external perspective to help us get our message across and provide some clarity. After all, this is why clients turn to us for branding advice, so it made sense to take the same approach to our own branding. Early brand discussions showed that the motorsport angle was something the team was passionate about. However, while there was always a connection between Refuel and motorsport, our team didn’t want to take a deep, gimmicky dive into motorsport. Instead, we took inspiration from key elements such as visuals, colour, and messaging to not only highlight our brand personality and values, but also our services as well. The two stand-out elements of our brand will be explored in more detail below. ## Our livery We never wanted to be dull. While we wanted a more mature, purpose-built brand, we also wanted a brand that would be eye-catching, unique, and accessible. Taking inspiration from classic race colours, we chose a palette that would stand out without being glaring and obnoxious. From our logo to our website, we drew inspiration from the world of racing. With a new track themed logo, and icons inspired racing patterns such as the chequerboard and other racing flags, we were able to build a purpose-built brand identity. ## The marketing pit crew One aspect of the new brand that the team enjoyed was the ‘pit crew’ concept. We’ve always been a team-focussed marketing agency, but rebranding the ‘Refuel team’ as a marketing pit crew helped us get this messaging across in a unique, visible way. Race cars pull into pit stops to get a quick tune-up; businesses engage marketing agencies to make their business better. In this vein, we’re positioning ourselves as a ‘marketing pit crew’ that gets businesses running at peak performance. We back our team’s expertise and teamwork to get our clients the results they want. ## The Refuel Difference Refuel was born to be different. We don’t just want to be the place where businesses went to find solutions to their digital marketing problems; we want to continue to be the place where marketers want to work. We hope this new brand will help us achieve these goals as the team continues to find success and grow over the next five years and beyond.  So, what do you think of the new brand? Whether it's compliments or feedback, let us know what you think!  Start your journey with Refuel today. [Get in touch ** ](https://www.refuelcreative.com.au/contact) ![Sam Hutchinson](https://www.refuelcreative.com.au/hubfs/sam_avatar.jpg) ### Sam Hutchinson Sam’s the resident writer and office DJ at Refuel. With a background in academia, journalism, and marketing, Sam can find the words our clients need to attract, engage, and convert those tricky leads. [Read more of my blogs ** ](https://www.refuelcreative.com.au/blog/author/sam-hutchinson) ## More like this ![Join the team. SEM Specialist needed](https://www.refuelcreative.com.au/hubfs/SEM%20Job%20Ad%20%281%29%20%281%29.png) #### Join the team as a SEM Specialist We’re after the best and brightest future stars of the PPC and SEM world,... [Read more ** ](https://www.refuelcreative.com.au/blog/join-the-team-as-a-sem-specialist) ![SEM Specialist Refuel Creative ](https://www.refuelcreative.com.au/hubfs/Blog%20Header%20Images%20%284%29.png) #### Join the team as Refuel’s new SEM Specialist We’re after the best and brightest future stars of the PPC and SEM world,... [Read more ** ](https://www.refuelcreative.com.au/blog/apply-today-to-be-refuels-new-sem-specialist-1) ![Join the team. SEM Specialist needed](https://www.refuelcreative.com.au/hubfs/SEM%20Job%20Ad%20%281%29%20%281%29.png) #### Join the team as one of our SEM Specialists We’re after the best and brightest future stars of the PPC and SEM world,... [Read more ** ](https://www.refuelcreative.com.au/blog/apply-today-to-be-refuels-new-sem-specialist-november-2023) ![Seeking a PPC Strategist to fuel our clients' growth](https://www.refuelcreative.com.au/hubfs/refuel-ppc-strategist.jpg) #### Seeking a PPC Strategist to fuel our clients' growth Refuel Creative seeks a PPC Strategist to ditch the PPC grind! Shift gears... [Read more ** ](https://www.refuelcreative.com.au/blog/seeking-a-ppc-strategist-to-fuel-our-clients-growth) ![Refuel Creative Business Development Executive ](https://www.refuelcreative.com.au/hubfs/Blog%20Header%20Images%20%283%29.png) #### We're looking for a hotshot Business Development Executive We're looking for an ambitious, slick Business Development Executive to... [Read more ** ](https://www.refuelcreative.com.au/blog/were-looking-for-a-hotshot-business-development-executive) ![CodeFish Studio & Refuel join forces for the VAILO Adelaide 500](https://www.refuelcreative.com.au/hubfs/CodeFishRacing.jpg) #### CodeFish Studio & Refuel Creative join forces for VAILO Adelaide 500 CodeFish and Refuel partner for Adelaide 500's Stadium Super Trucks race.... [Read more ** ](https://www.refuelcreative.com.au/blog/codefish-studio-refuel-creative-join-forces-for-the-vailo-adelaide-500) ## [Partner with us ** to do great things](https://www.refuelcreative.com.au/contact) Speak with us directly [1300 699 742](tel:1300699742) Visit our office 228A St Vincent Street Port Adelaide, SA 5015 United States [+1 844 981 0482](tel:+18449810482) United Kingdom [+44 800 069 8699](tel:+448000698699) Switzerland [+41 22 518 08 15](tel:+41225180815) Canada [+1 833 495 0855](tel:+18334950855) Mexico [+52 800 953 1371](tel:+528009531371) - [Who we are ](https://www.refuelcreative.com.au/who-we-are) - [Our partners ](https://www.refuelcreative.com.au/who-we-are/our-partners) - [Our values ](https://www.refuelcreative.com.au/who-we-are/our-values) - [Meet the crew ](https://www.refuelcreative.com.au/who-we-are/meet-the-pit-crew) - [Join the team ](https://www.refuelcreative.com.au/who-we-are/join-the-team) - [What we do ](https://www.refuelcreative.com.au/what-we-do) - [Digital strategy ](https://www.refuelcreative.com.au/what-we-do/digital-strategy) - [Marketing automation ](https://www.refuelcreative.com.au/what-we-do/marketing-automation) - [HubSpot CRM implementation ](https://www.refuelcreative.com.au/what-we-do/hubspot-crm-implementation) - [Analytics and reporting ](https://www.refuelcreative.com.au/what-we-do/analytics-and-reporting) - [Web design and development ](https://www.refuelcreative.com.au/what-we-do/web-design-and-development) - [Managed WordPress hosting ](https://www.refuelcreative.com.au/what-we-do/managed-wordpress-hosting) - [SEO ](https://www.refuelcreative.com.au/what-we-do/search-engine-optimisation) - [Google Ads and PPC advertising ](https://www.refuelcreative.com.au/what-we-do/google-ads-and-ppc-advertising) - [Digital advertising and P4P ](https://www.refuelcreative.com.au/what-we-do/digital-advertising) - [Social media marketing ](https://www.refuelcreative.com.au/what-we-do/social-media-marketing) - [Content marketing ](https://www.refuelcreative.com.au/what-we-do/content-marketing) - [Video production ](https://www.refuelcreative.com.au/what-we-do/video-production) - [Email marketing ](https://www.refuelcreative.com.au/what-we-do/email-marketing) - [Training and speaking ](https://www.refuelcreative.com.au/what-we-do/training-and-speaking) - [Smart phone systems ](https://www.refuelcreative.com.au/what-we-do/smart-phone-systems) - [AI and automation ](https://www.refuelcreative.com.au/what-we-do/ai-and-automation) - [Our work ](https://www.refuelcreative.com.au/case-studies) - Resources - [Blog ](https://www.refuelcreative.com.au/blog) - [Downloads and resources ](https://www.refuelcreative.com.au/resources) - [Glossary ](https://www.refuelcreative.com.au/glossary) - [Events ](https://www.refuelcreative.com.au/events) Refuel Creative Pty Ltd © 2026 [ Legal centre ](https://www.refuelcreative.com.au/help/legal-centre) Acknowledgement of country [** ](https://www.facebook.com/refuel.digital/) [** ](https://www.instagram.com/refuelcreative/) [** ](https://www.linkedin.com/company/refuel-creative/) [** ](https://www.threads.net/@refuelcreative) [** ](https://www.tiktok.com/@refuelcreative) [** ](https://twitter.com/refueldigital) [** ](https://www.youtube.com/@refuelcreative) ** We acknowledge the Traditional Owners of country in which we work and recognise their continuing connection to land, waters and culture. 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