Jazzbones have worked extensively with Fleetcor in recent years, notably on branding and design briefs for Allstar, the UK’s most popular fuel card used by over 35,000 businesses and 1.1 million drivers. The Allstar fuel card is accepted at sites which deliver 96% of the fuel drawn in the UK, including major oil brands and supermarket sites. With discounted diesel available at over 1,700 sites, Allstar helps reduce businesses fuel costs and eliminate the need for drivers to hunt for fuel.
Our latest remit was to create a brand for Fleetcor’s HR engagement programme. The client asked for an initial name, logo and pledge that could be used to promote their employee surveys and then be rolled out across multiple channels: online, social media, posters, leaflets, t-shirts, etc. This involved mirroring the core Fleetcore brand while responding to the request to inject an element of ‘fun’ into the new branding.
‘Your voice – change the everyday’ is the name we created to promote Fleetcor’s employee engagement programme, referencing the coming together in a partnership of the company and its workers, demonstrating loyalty and commitment on both sides. Visually, we created a clean layout in sync with Fleetcor’s branding and colour palette.
The clean icon is a combination of a speech bubble, a megaphone and the radial pattern used in the Fleetcor logo. These elements also work well in the stacked logo as the speech bubble is situated next to the ‘I’ in the word ‘voice’, creating the impression of a megaphone next to a person’s face. We also created a series of distinctive ’sporting metaphor’ themed posters that were used by Fleetcor in their head offices in the UK, Czech Republic and Holland. Timelines for this brief were extremely tight, but we managed to deliver on time, on message and on budget.