AN END-TO-END REBRAND TRANSFORMATION
A new name. A new brand built from the ground up.
Merchant Industry was ready for more than a new look. Fuel helped transform the payments company into Suede, building a new brand from the name up and creating the system to launch it with impact.
From naming and identity to original photography, content, digital experience and tradeshow activation, every element was built to work together as one cohesive brand.
Suede Testimonial
IT STARTED WITH A NAME
Before we could build the brand, we had to define what it would become. Fuel developed the Suede name as the foundation for a more distinctive, modern and ownable identity.
Suede
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Merchant Industry
BUILDING THE BRAND SYSTEM
With the name established, Fuel created a complete visual system designed to make Suede instantly recognizable and flexible enough to grow with the business.
From typography and iconography to color, texture and pattern, every element was designed to give Suede a distinct and cohesive visual language.
PHOTOGRAPHY MADE FOR SUEDE
A distinctive brand deserves imagery that belongs to it. Fuel art directed and produced an original photography library built around Suede's people, personality and point of view.
BUILT TO MOVE
We brought the new identity to life through motion, social and digital content designed to keep the brand recognizable across every format.
Suede Brand Intro Manifesto
MADE TO SHOW UP
The brand was designed to hold its own everywhere Suede shows up, from a screen in someone's hand to the environments where customers experience it in person.
A DIGITAL HOME FOR THE BRAND
The new identity extended into a scalable website experience, bringing Suede to life online while creating a digital foundation built for future growth.
WHAT WE DELIVERED
Fuel transformed Merchant Industry into Suede, building a connected brand system designed to launch with impact and grow with the business.
STRATEGY
Brand Positioning
Naming
Launch Strategy
Digital Strategy
CREATIVE
Brand Identity
Design System
Photography
Content + Motion
Website Experience
ACTIVATION
Brand Launch
Social Content
Tradeshow Experience
Marketing Collateral
Digital Rollout
RESULTS OVERVIEW
Overall Website Performance (Within the First 120 Days)
19,265
Total Site Sessions
79.65%
Engagement Rate
5,173
Avg. Monthly Sessions
22.52
Avg. Monthly Form Submissions
B2B / ISO Agent Pages
1:07
Avg. Engagement Time
3.25
Pages Per User
Results reflect the combined efforts of Suede's marketing team and Fuel's strategy and creative partnership.
READY TO BUILD A BRAND THAT SCALES?
Tell us what you’re building, launching, or reimagining — and how we can help bring it to life.
