Today, we’re proud to share a big step forward for our business: the unveiling of our unified brand identity as Fueled.
When Fueled and 10up joined in 2023, we aligned two visionary agencies, each renowned for innovation, craftsmanship, and excellence. The name may be familiar, but our refreshed identity encapsulates our collective achievements and boldly speaks to a time of transformation and a shared set of aspirations.
The Fueled brand always represented energy, motion, and forward momentum, embodied through the symbol of a gas pump, an emblem of power and performance. Those principles are timeless, but symbolically, our metaphor is dated. The combustion engine, an innovation that reshaped a generation, has given way to electric motors and batteries: efficient, agile, software-driven platforms remaking an industry. This generational shift mirrors our own brand and identity metamorphosis, and a transformation across the digital landscape.
Major shifts in technology often reshape design, from Web 2.0’s glossy interactivity to smartphone-era skeuomorphism and, eventually, minimalistic clarity. Today, AI is not only reshaping how we build but how consumers perceive and interact with digital experiences. Interfaces are conversational, context-aware, ambient—alive. Our new visual identity reflects these notions, embracing motion, subtlety, and responsiveness to suggest intelligence, interactivity, and human connection. And where our name borrows from Fueled’s legacy, our brandmark also has echoes of 10up, with its sharp lines and symbols.
Our rebrand isn’t simply cosmetic. It captures our core philosophy: that digital is the infrastructure of modern life and it’s our responsibility to help build the best version of it. From how we work to how we shop, live, and play, more of life is experienced through digital interfaces. We exist to make sure those experiences are thoughtful, intuitive, and built to last. To help shape a digital world people actually want to live in. To make it good.
Even as we embrace change, our foundational values and intentions remain unchanged. Going the extra mile to deliver impact, a commitment to quality undergirded by deep expertise, and a creative, action-oriented spirit drive every choice we make. Succinctly, we deliver sharp strategy, precision execution, and experiences that drive real-world results.
We carry forward the remarkable legacy of 10up, preserving its identity as the dedicated, world-class WordPress practice within Fueled. The 10up brand remains synonymous with exceptional CMS expertise and open-source leadership. This specialized practice and capability set continues thriving within Fueled, elevated by our collective talents and wider capabilities.
The new Fueled.com is a manifestation of our unified brand, in content and in construction.
We’re showcasing how we’ve leveraged proven platforms and newer, more exciting technologies like AI to deliver results. You’ll find stories like how we worked with the owner of Variety, Rolling Stone, and other huge media brands to integrate AI. You’ll discover offerings like Pressto Mobile and Pressto Shop—solutions that build on durable platforms like Flutter and WooCommerce to address real-world needs with exceptional value.
Built in-house by a nimble team of engineers and designers, we leveraged our own full site editing WordPress framework, our growing library of block components, and AI tools like Cursor to rapidly deliver our new website. Our new brand direction came to life on the internet in less than 8 weeks, without sacrificing web performance, code quality, security, or accessibility.
We’re doubling down on opinionated tools and solutions—from templates like Ignite for Sanity that optimize content marketing for Sanity customers, to tools like Monitor that streamline compliance and maintenance. These exemplify our commitment to efficiency and innovation.
“AI is reshaping every facet of digital design and delivery… we’ve embraced a proactive approach that doesn’t sacrifice craftsmanship, customer service, and creativity – the commitments that motivate our team.”
Crucially, no technology is transforming what and how we deliver like generative AI. AI is reshaping every facet of digital design and delivery. From coding accelerators used by our engineers to solutions like ClassifAI that drive editorial efficiency and engagement, we’ve embraced a proactive approach that doesn’t sacrifice craftsmanship, customer service, and creativity – the commitments that motivate our team.
With more than 300 professionals globally, Fueled is energized and ready to lead. We’re big enough to invest in R&D, innovate, and scale to any client need – and agile enough to rapidly adapt and evolve in an ecosystem changing faster than ever.
Together, we are not simply responding to change; we are shaping it. Together, we are Fueled.
