This project was a blast from the first conversation. My client, Dave Will, had that rare mix of barefoot-on-the-beach energy and sharp-as-a-spreadsheet instincts. Before launching PropFuel, he had already built and sold a successful learning management system for associations, so he understood both the heart and mechanics of member-based organizations.
PropFuel was the first conversational engagement platform created specifically to help associations actually talk with their members instead of broadcasting at them. The whole premise was dialogue over monologue. Listening instead of lecturing. Engagement that feels human.
From a branding standpoint, he came in with a wonderfully specific vision. He wanted the logo to feel like an old metal fuel can you might find in a dusty garage, bold and industrial, with “PropFuel” written in that classic, retro fuel-company lettering. It needed grit and charm at the same time. We played with texture, weight, and typography until it felt authentic without tipping into novelty. When it clicked, it really clicked.
In a funny coincidence, his reaction was the exact same phrase Mike McDonough of Nielsen McDonough had used when approving his logo: “Winner, Winner Chicken Dinner.” The design had personality, and it carried the story.
After the logo was finalized, he brought me back to design a booklet explaining the concept behind the company. The piece had to take a smart, slightly complex idea and make it feel clear and energizing. We leaned into strong visuals, confident typography, and a rhythm that mirrored the platform itself: conversational, forward-moving, engaging.
I also contributed a small piece of photography for the booklet, capturing the company swag in a way that felt cohesive with the brand. Even that detail was treated thoughtfully, reinforcing the personality and energy behind PropFuel.
Later on, Dave brought me back again to design a trade show t-shirt that featured the PropFuel can, this time with the words “Light My Fire” splashed across it. He asked if we could make it feel like a slightly wild 80s cereal t-shirt, bold and a little over the top. It was such a fun challenge, leaning into bright, high-energy graphics while still keeping the spirit of PropFuel intact.
Truly, Dave was a dream client. Thoughtful, decisive, generous with feedback. He was quick to give credit and encouragement, always ready with genuine “props.” Working with someone who builds businesses around engagement and then lives that value in real time is its own kind of fuel.
