Fulcrum Biofuels
Welcome to Positive energy
A brand built on positive energy that recast Fulcrum as a climate innovator, turning household waste into cleaner jet fuel and making air travel more carbon efficient.
Do you remember that scene in Back to The Future 2 when Marty and Doc power their DeLorean Time Machine on household garbage? Turns out, it wasn’t just Hollywood fantasy.
Fulcrum BioFuels came to Cooper, Levy & Partners with a vision to turn common household plastics (think string cheese wrapper and toothpaste tube) into clean, synthetic crude biofuel. The kind that could power a plane across the country.
We reimagined their branding around the notion of positive energy, transforming the image of a fuel refinery into something genuinely positive for the planet.
From airplanes to apparel
From airplanes to apparel, the identity had to flex across every surface Fulcrum touched. We carried the system from aircraft livery and fuel trucks to oil drums, then onto jackets, business cards, water bottles, and out-of-home, so the brand read as confidently on the side of a 747 as it did on a hat.
The throughline was always positive energy, a look that made a fuel company feel like a force for good.
