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A new nutrition headquarters for endurance athletes
Client
FuelHQ
Sector
Sports Nutrition
What do you do when your brand can't keep pace with the athletes it's built for?
Brand Strategy
Visual Identity
Website Design
Development
Lead Generation
Sam and Jules came to us as Total Endurance Nutrition. A team of nutrition coaches with multiple PhDs, working with serious athletes, and a brand that hadn't really kept up with the pace.
The old logo had a runner moving from right to left. Running backwards didn't match the direction Sam and Jules were taking the business.
But the logo wasn't the real problem. The name was acting as a ceiling. Total Endurance Nutrition spoke to one kind of athlete, and Sam and Jules wanted to support wider sports and athletes: run-club novices through to Ironman finishers and ultra-athletes.
We started with research - competitor mapping, keyword work, and properly digging into where athletes were looking for help and not finding it.
AI-generated plans are generic. Influencers contradict themselves. The category had drifted into low-evidence advice, and athletes had nothing credible to rely on.
That gap provided the opportunity. A brand that owns evidence, transparency, and lived experience in a category that lacks all three.
Development by Laura Ockenden
The Identity
Total Endurance Nutrition described a category. FuelHQ describes a position. The HQ opens the brand structure with a single recognisable parent, creating room for sub-brands underneath, with each focused on a different athlete at a different stage in their journey.
Most brands in sport reach for the same toolkit. FuelHQ needed to stand for experience and progression, and we wanted the identity to communicate that first.
Because the category leans on borrowed dynamism and generic body forms, we built movement into the wordmark itself. A strategic visual chart sits inside the L of FuelHQ and runs through the system as a signature, a graphic line that reads as progress and momentum.
Because Total Endurance Nutrition had audience equity in its colour palette, we evolved it rather than replaced it. The inherited colours hold as the parent anchor; a wider colour library extends the system so each sub-brand has a system to follow.
The category defaults to blurred, anonymous bodies in motion with no context; we went the other way. Named athletes. Real events. Documented outcomes from the coaching, with evidence as art direction.
The System
Run-club novices, Ironman finishers and ultra athletes each need a different conversation, and a single brand voice talking to all three at once collapses into the category mush we chose to reject.
We supported the rebrand by designing and building a new website and launching the Carb Load Method, a personalised carb-planning tool and recipe guide, fed by a fully adjustable database.
It gathers user data, generates the plan, delivers it in-browser, emails a customised PDF, and drops the user into a tagged email funnel. Automatically.
The strategic point isn't the automation. It's that the Carb Load Method isn't a gated PDF asking for an email address. It's a tool that does real work for the athlete on first interaction, then keeps doing work as Sam and Jules's team stays in conversation with them. We created a marketing engine built on giving evidence away for free, rather than hoarding it behind a form.
The Vault, FuelHQ's research hub, carries the same logic. Articles, academic research, athlete spotlights, and coach commentary.
The funnel is performing. The homepage holds visitors at 71.7% engagement. The Carb Load Method converts with 65% clicking through to the results page. The Vault leads the site at 90.48%, which is the metric that matters most: it's proof that the audience is showing up for the evidence rather than the marketing around it.
Working with Sam and Jules has been an incredible partnership with exciting conversations, innovation and exploration from the start. They brought ideas and insight at every stage, and the brand carries their thinking as much as ours. The job was bringing FuelHQ to market without losing the equity Total Endurance Nutrition had earned, and they trusted the process to do both at once.
