Brand building takes a unique blend of business, tenacity, art and innovation Fuelhaus Brand Strategy and Design has evolved to meet the challenges (we call them opportunities) associated with a rapidly changing environment. Fuelhaus is the evolution of twelve years of smart design and superior craftsmanship.
Principals Kellie Schroeder and Ty Webb share an eighteen year history in the graphic design profession. The two met at the University of Cincinnati (OH) in 1988 and worked together in New York City (NY) and Dayton (OH) before opening Fusion Design in Cincinnati (OH) in 1994. As Fusion design, they developed marketing and corporate communications for Fortune 500 companies and package design for Procter and Gamble, Coors and Nickelodeon.
Kellie and Ty moved the studio to San Diego (CA) in 1997. Since the move, the business has grown to include strategic areas of brand strategy, marketing, copywriting and web development. The company became Fuelhaus Brand Strategy and Design to reflect changes in the industry and clientel. Fuelhaus' current client list includes Qualcomm, Jack in the Box, Cox Communications, Dirt Devil, Hilton Hotels, Marriott International, Station Casinos, ZizZazz, Providian Visa, The City of San Diego, and more.
Firestarters: Principles
Kellie Schroeder: Fuelhaus Wünderwoman
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: CEO/CFO; Fuelhaus Projekt Manager
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 the architecture of Bauhaus style 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.