Fuel factor is a surprisingly complex social network, news media outlet and discussion forum for various types of professional athletes. Not just any sort of athletes, the hardcore ones who devote all of their time to goals that can only be accomplished by some sort of intense physical activity. Triathletes, marathon runners, olympians, professional athletes and those who aspire to be.
We actively pursued this project because there’s a very specific type of madness that exists in people who are able to participate in physical activity on the highest levels. The absolute and unwavering obsession with their craft is much more of a calling rather than an aspiration. You either are or you aren’t one of these people and every member of the digital-AMMO team can relate. If you’ve been paying attention, we have a similar mindset but in a much different field and can’t help but marvel (and fear) people who think like us but are able to conquer an Iron Man, knock out a mile in 5 minutes flat, or dunk a basketball without really making much of an effort to jump.
The very nature of Fuel Factor obviously required a website and mobile app that had some teeth and raw aggression to embody the brand theme. We created a high energy, high impact, in your face type of experience that feels premium throughout. The brilliant gold, accented by candy coated blood reds and burnt oranges carry through from web components into stunning high definition images made louder by plenty of lens flares and dramatic, blown out lighting. Fuel Factor was meant to embody the glory of being a professional athlete and what we created definitely does not disappoint.