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ETR announce rebrand to Fuelled.
On Friday we announced our rebrand to Fuelled. It’s a million miles away from European Technology Risks and we couldn’t be happier with the end result and how the new brand has been received by our clients, friends and colleagues. The rebrand will help us cement our position as something different in the UK and European insurance market.
We started the process of our rebrand just before Christmas and although we had no official deadline for the change, we managed to complete the process in 10 weeks – a fantastic effort by all involved.
The vision behind Fuelled is a simple one. It promotes acceleration, energy and empowerment. When I started ETR in 2017 the main goal was to disrupt a traditional industry, by delivering insurance better. ETR gave us a great foundation for that, but ultimately the brand didn’t fit our vision for the future of the business. Now we’re Fuelled, it feels like we’re finally stepping out of the shackles and we can kick-start the rest of our journey.
Behind the scenes we are developing some exciting insurance technology, something that we will be announcing in the very near future.
We worked alongside leading creative agency, Bellow, based in Bristol to create the initial framework for the brand. Working alongside Bellow was pivotal for us.
I got to a stage where I couldn’t extract myself from the original images I created, xo I was in a bit of a design rut. Working with Gareth helped simplify our message and establish the brand assets that pushed the vision forward.
“Steve approached us with a strong vision for ETR, which is the type of business we work with at Bellow. The product and tech was driving factor and we wanted to reflect this “always on” approach.
Insurance is a thing that people think about last mainly because it’s not sexy, with that in mind we wanted to bring it to the front. Reframing insurance as not just a nice to have but in fact an important metric to a start-up. To enable business to grow safe in the knowledge that this intelligent insurance would automatically grow with them.
We created an identity with expansion at it’s heart as all start-ups want to grow. The two LL’s in the identity create a graphic mark to own imagery and highlight where FUELLED makes a difference. Steve wanted something simple and bold and I think we have achieved this with a brave colour palette.
We created an identity with market standout and one that communicates the wonderful, infinite possibility of FUELLED’s start-up insurance.
It has been designed to be different to other industry websites and spark conversation.” Gareth Rutter, Bellow.
The really pleasing thing for me is that I got constant validation. Nearly everyone presented with the new rebrand liked it, or some aspects of it. As a result the team at Fuelled know this will propel us through the next evolution in business.
Fuelled have more exciting announcements planned for release over the next few weeks, you can stay up to date by checking out the news page on the website.
Thanks again to everyone involved.