The Fuelhaus Philosophy

Chances are, you’ve heard the world “brand” a lot lately. While branding is not a new concept, everybody seems to be talking about it. Every design company has added it to their capabilities list…and companies really believe that they are implementing it. Many are dead wrong. A brand is much more than a logo, it’s what people see, think and feel about your business.

Successful companies have a certain mojo that everybody wants a piece of. That’s because they are dedicated to building their brand culture from the inside out. Successful companies have remarkable brands that connect to us (the consumer) and make our hearts beat faster.

Simply put, brand development is the most important means you have to develop a sustainable edge in the marketplace. When done correctly, it’s your company’s personality. It’s how you walk, talk and operate. In a world where copy cats abound and “new” is always fleeting, companies with strong brands (Starbucks, Apple, Tiffany, Target, etc.) enjoy the perks. Because they’ve invested in their brands in the past, they are able to reap huge benefits today. They charge a premium for their products and, most importantly, they stand out from a sea of competition. By investing in your brand, you’re investing in your company’s future, period.

Fuelhaus cultivates brands that people want to be a part of. We believe that great brands are like the farms we grew up on: organic, self-sustaining foundations that respond to their environment. The Fuelhaus philosophy dumps preconceived notions and cultivates authentic ideas that grow industry-leading, stand out brands. We know that work on the farm is never done. Once we’ve planted the seeds of your brand, YOU must live it to make it succeed. Your employees must buy in, it must take root in everything that you do and then, and only then, will it have the power to effect change.

Get to know us. We’ll get our hands dirty and do the hard work that leads to a beautiful harvest.

The Firestarters:

Kellie Schroeder,  Wünderwoman / President
Kellie’s passion for design and quest for the perfect brand makes her Fuelhaus’ creative wünderwoman. A graduate of the University of Cincinnati (OH), Kellie worships the simplicity of Bauhaus design and the complexity of global markets. Her national design experience includes work in New York City (NY), Cincinnati (OH) and San Diego (CA).

Living and working on both coasts has made Kellie a student of demographics, markets and motivations. Most people would question why it’s important that she can tell the difference between a Queens, Bronx and Staten Island dialect…but once you witness her attention to nuance in communication…you’ll understand that she knows people. And…as she says over and over again…”numbers and focus groups don’t buy things, people do.”

Kellie is active in many local business and graphic design organizations. She served as President of Art Directors Club of Cincinnati in 1998 and was voted San Diego Nicky Awards’ 2002 Outstanding Business Woman of the Year. She teaches Typography at San Diego State University (CA), where she was appointed to AcademicKeys Who’s Who in Fine Arts Education in 2005-2007. An active author and educator, Kellie developed the curriculum, designed and wrote the entire 450 page, 12 module course for the innovative Graphic Design School. Inducted into Metropolitan Business Who’s Who in 2007, Kellie regularly lectures on the methodology and execution of great branding and design.

Ty Webb, CFO/CEO
Kellie’s big picture thinking becomes reality via Ty’s detail-oriented brain. Ty’s keen eye for detail and his mastery of systems, schedules, budgets and deadlines makes him the lifeblood of Fuelhaus. A graduate of the University of Cincinnati (OH), Ty’s interests lie in architecture and the logic of complex design systems. He brings national design experience to Fuelhaus via his work in New York City (NY), Dayton (OH), Cincinnati (OH) and San Diego (CA).

Ty’s skill as a designer made him an early Art Director. He was Kellie’s boss in Dayton, where he managed multi-million dollar campaigns for financial companies Dean Financial, Flagship Funds, Gradison-McDonald and others. Ty’s specialty lies in absorbing complex, multi-dimensional information and making it easy for a layman to understand.

Ty served as exhibit chairman for Art Directors Club of Cincinnati (1995-97) and is a current member of AIGA San Diego. He taught Graphic Design II at San Diego State University (CA) from 2002-2005 and has played an active role in developing the curriculum there.

Donovan Mafnas: Creative Direktor
Donovan is the master of all things technology at Fuelhaus. Originally a computer science major, Donovan came to his senses and decided to switch to Graphic Design while taking Kellie’s typography course at San Diego State University (CA). A perfect blend of left brain creative and right side technical, Donovan follows design and tech 24/7…and understands the “bones” of practically every programming language out there.

A native of Guam (yes, the island), Donovan spent his formative years fishing and climbing palm trees. Well-traveled, he spent time in Japan and Boston (MA) before settling in San Diego (CA). An active author, Donovan developed, wrote and produced the video tutorials for all of the Adobe and open source software programs taught at The Graphic Design School. Smart and personable, Donovan’s off-the-wall humor gives Fuelhaus brands their flavor.

MC Hammer, The Doll
Ty found MC at an estate sale and saved him from the dusty shelf of a 12-year old girl. He brings life, love and happiness to the Fuelhaus team. His shiny purple jumpsuit is always in style. You go MC. “You can’t touch ‘dis.”

| | | | | |