CASE STUDY: FREELANCE / JGBWORKS • 2021-2024

FuelFest

VISUAL IDENTITY • ANNUAL BRAND REFRESH • INTERNATIONAL EXPANSION • 10+ MARKETS

CONTEXT

A brand that hadn't been given much strategic visual attention

FuelFest is an international automotive and lifestyle festival combining car showcases, professional drifting, live music, and fan experiences. I came on as the primary designer with a logo already in place and a brand that had not been given much strategic visual attention. Over several years, I built out the supporting identity system and introduced an annual visual refresh that kept the brand feeling current as the event scaled into new markets.

ANNUAL BRAND REFRESH

The same look two years in a row signals stagnation

NOBODY ASKED FOR AN ANNUAL REFRESH. IT MADE SENSE FOR AN EVENT THAT RUNS ON ENERGY AND SPECTACLE.

2022

Foundation. Establishing the system.

2023

Refining the energy.

2024

Sharpening the system.

CORE RECOGNITION MAINTAINED THROUGHOUT

VISUAL EVOLUTION ACROSS ANNUAL REFRESH CYCLES

INTERNATIONAL SCALE

Tokyo on year one. Three continents by 2024.

Tokyo was on the schedule from year one. By 2023, the tour was announcing dates in Germany and Abu Dhabi alongside Japan, signaling the brand's global ambitions. 2024 delivered on that, adding South Africa across three cities and bringing the total to events across four continents. A visual system that holds up from Fuji Speedway to Johannesburg requires more than good taste; it requires real systems thinking.

FULL SYSTEM

Running a full in-house operation on a freelance basis

Beyond the refresh, I extended the brand across every touchpoint the event required: promotional posters and digital assets, partnership presentation decks, illustrated venue maps, merchandise across apparel and accessories, on-site environmental graphics, billboards, and credentials.

SCOPE OF WORK

ANNUAL VISUAL REFRESH BRAND SYSTEM EXTENSION
MERCHANDISE DESIGN VENUE MAPS
PROMOTIONAL MATERIALS PARTNERSHIP DECKS
BILLBOARD DESIGN CREDENTIAL DESIGN
SOCIAL MEDIA ASSETS ENVIRONMENTAL GRAPHICS
INTERNATIONAL ADAPTATION

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