ABOUT US

OUR TEAM

SARA ROE | Director

Sara has been working in agencies for over 20 years with a focus in sales promotion and has worked with a range of high profile clients such as KFC, Pizza Hut, Nestle, Coca-Cola, Arnott’s, Swatch, Engergizer and Eveready. In addition to overseeing client projects and organising work flow in the design studio, Sara’s experience in the industry allows Fuel to operate more efficiently from both an admin and client service perspective.

CHRIS ROE | Creative Director

Chris has been working in the graphic design industry for more than 20 years. He has created campaigns for large multi-national to small independent businesses. In 2002 Chris created Fuel with the idea of streamlining the traditional agency procedure and create a direct resource for clients to save them time and money without compromising the end result.

JAMES MCALISTER | Art Director

James brings 10 years industry experience to the team. His keen eye and steady hands deliver exceptional illustration and typography skills. With a solid background in signage, production, and a natural artistic flair James joined the Fuel team in 2007 and continues to work across all areas of the business.

KELLY VILES | Group Account Director

Kelly has worked in the marketing industry for the past 14 years, having managed brands such as Maker’s Mark, Sauza Tequila, Galliano Liqueurs and Canadian Club Whisky, from both a strategic brand management and trade activation level. Having worked in large multinational agencies across a broad range of disciplines Kelly brings a strong background in project and client management to all areas of Fuel.

PETER APPLEYARD | Digital Design Director

Pete lives in the internet. He believes in a balance of function and fashion. Creating websites and apps that not only look fantastic but also work. Pete has worked on a wide range of large scale projects for both national and multi-national clients and is the digital brains behind the team.

LORETTA ATTWATER | Senior Designer / Studio Manager

With over 7 years experience within the industry, Loretta has a passion for packaging solutions and paper construction. On the complete opposite side of the design spectrum, Loretta has also recently taken up an interest in the digital world.

ELOISE MILLER | Account Manager

Eloise completed her Bachelors Degree of Communications in 2011 and undertook internships at ACP Magazines & Ogilvy PR before joining the Fuel team in 2012. Eloise has a passion for developing integrated BTL campaigns for brands and learning more about social media and the role of digital in developing engaging promotions. Eloise was promoted to the position of Account Manager in 2014.

ASHLEIGH BEDDOES | Account Manager

Ashleigh has worked across a range of disciplines from branding, retail and traditional above and below the line advertising. She brings with her experience in project and client management across national integrated campaigns, and has worked across fashion and retail brands such as Bonds, Voodoo, Razzamatazz and Best&Less.

MITCHELL HUNTER (As seen on Family Feud) | Designer

After 2 years in the print industry Mitch pursued a design degree, completing a Bachelor of Communication Design in 2011 and joining the Fuel team that same year as a young passionate design intern. Mitch now has 3 years experience in the design world working closely with clients and colleagues. His youthful exuberance and enthusiastic nature brings good vibes to the Fuel studio.

ELLYN HUI | Junior Designer

Ellyn has recently moved 'across the ditch' from Auckland and joined the Fuel team! She completed her Bachelors Degree in Digital Design in 2013 and loves working with both animation and web design. Ellyn brings with her a passion for new technologies and a fresh approach to design in the digital world.

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CANADIAN CLUB
 

YEARS OF SERVICE | 9 YEARS

  • Full service BTL integrated campaigns
  • On and off premise consumer promotions
  • WIS campaigns
  • GWP development and production
  • Trade promotions
  • New product launches
  • POS, packaging and print management
  • Digital integration
the star
 

THE STAR | 8 YEARS SERVICE

  • POS and branding across all areas of The Star
  • Hotel rebranding
  • Restaurant and bar collateral
  • Consumer giveaways
  • Online and printed direct mail campaigns
  • Gaming promotions
  • Major event branding
COINTREAU
 

COINTREAU | 5 YEARS SERVICE

  • Support and leverage of Cointreau Brand Ambassador (Dita Von Teese)
  • Full service consumer and trade promotions
  • Event development and management supported with social media
  • On pack development
  • Tactical WIS consumer promotions
  • On and off premise POS development and production
  • Limited edition packaging – concept, development and production
  • Development and execution of signature drinks program
AUSFILM
 

AUSFILM | 2 YEARS SERVICE

  • Brand update / overhaul
  • Redesign of all brand communication including website
  • EDM campaigns
  • Design and production of industry event materials
  • Expo displays for local and international markets
  • Annual report
skinnygirl cocktails
 

SKINNYGIRL COCKTAILS | 2 YEARS SERVICE

  • Launch to Australian market 2011
  • Trade and consumer launch
  • POS development and production
  • Press advertising
  • Trade incentive promotion
  • Consumer GWP promotion
  • Reinvigorate labels 2013
valvoline
 

VALVOLINE | 4 YEARS SERVICE

  • Packaging design and development
  • POS
  • Conceptual magazine advertisements
  • Trade incentive programs
  • Digital sales applications
cumulus estate wines
 

CUMULUS ESTATE WINES | 4 YEARS SERVICE

  • Design and development of packaging and labels
  • Management of all brand, product and packaging photography and retouching
  • Development and production of in store presence and visibility items
  • Development of trade selling tools
Maker’s Mark
 

MAKER’S MARK | 9 YEARS SERVICE

  • Duty Free sampling bars and display units
  • Development, sourcing and production of GWP items
  • POS development and production
  • Development of collateral for MM Embassy program
  • Consumer visibility campaigns
  • GWP consumer promotions
  • Trade and consumer press
george weston foods
 

GEORGE WESTON | 4 YEARS SERVICE

  • POS development and production
  • Trade incentive communication
  • Innovative product display units
  • Press advertising
Russian Standard Vodka
 

RUSSIAN STANDARD | 4 YEARS SERVICE

  • Launch to Australian market 2009
  • Generic POS kits
  • Sponsorship campaign
  • Ready to drink launch materials
  • Trade press ads and insertion
  • GWP and WIS consumer promotions
  • Travel retail packaging
  • Mixxit drink education program
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© Fuel CDI 2014
SUITE 3, 183 - 191 HIGH ST WILLOUGHBY NSW 2068 - P | 02 9958 8111