Fuel Choices Initiative


The Fuel Choices Initiative is a national program declared and directed by the Israeli prime minister’s office. The program is designated to serve as a worldwide catalyst for the reduction of global dependence on crude oil, by establishing Israel as a global center of knowledge and innovation in developing & promoting better energy sources to our planet.


Our work:
As part of our work with the Fuel Choices Initiative we refined the brand strategy and developed a creative concept that included a new name, logo, leading slogan and brand language.


The greatest challenge in the process was to create a relevant, coherent brand identity for a government entity that is active in a variety of channels concerning a large number of target audiences, such as government agencies, research and academic institutions and energy companies. Assimilation of the new brand identity involved the development of a suite of concrete solutions and applications, for online and offline communication.