GFUEL is the world’s first energy drink that is specifically designed for gamers. My invitation to the team was devised so I could bring some new life into a brand that had been growing at an incredible pace. I found challenges in GFUEL’s incredibly versatile design style that was, at the time, missing some key elements to make the brand feel like one unified piece even when stretched across multiple partners and media. I learned to move at an incredible pace all the while following multiple different design guidelines without forgetting the core scope of a brand’s message.