Working as a Fractional Creative Director
How we reinvented the On-Demand Fuel Tank Rentals’ entire visual identity
For several years, Circle Graphics had the pleasure of partnering with On-demand Fuel Tank Rentals, a relationship that began when we integrated their original logo into a website we designed for their parent company. Over time, it became clear that their branding no longer reflected the strength and professionalism of the business, prompting a comprehensive brand audit and refresh. Throughout the engagement, we served as more than designers. We acted as On-demand’s part-time Creative Director, providing consistent oversight, strategic brand guidance, and hands-on support for every major touchpoint.
The Logo
Our first priority was a thoughtful evolution of their existing logo. The core icon was well-established, so a full redesign was off the table. Instead, we refined key details: warming the yellow tone for better visibility and impact across light backgrounds, widening the previously narrow “D” characters for improved balance and legibility, and incorporating the descriptor “Fuel Tank Rentals” directly into the mark to instantly communicate their core offering.
Brand Guide
From there, we delivered a complete brand guideline and full stationery suite, giving the team a cohesive, professional visual language to work with every day
Empowering Their Team
Empowering their internal team was a key goal. We created a fully editable digital letterhead template in Microsoft Word that allows them to generate polished, custom PDF letters on demand, along with a versatile PowerPoint presentation deck featuring branded slide masters they can easily adapt for sales meetings, training sessions, and internal communications.
Power Point Slide Masters
Tradeshow Booth
With a major industry tradeshow on the horizon, we designed an impactful exhibition presence: a striking 10×20 booth, coordinating pull-up banners, feather flags, illuminated display towers, and an elegant 8-page 11×17 brochure that works beautifully both as a printed leave-behind and a digital download long after the event.
8 Page - 11x17 Brochure
Website
Finally, we built a modern, high-performance website on the Squarespace platform. Its intuitive content management system gives the On-demand team full control to update content in-house whenever needed, while still allowing us to step in for more advanced development or design enhancements as their business continues to grow. Visit www.on-demandrentals.com.
The Result
The result is a confident, contemporary brand that truly represents the reliability and expertise On-demand Fuel Tank Rentals brings to the industry—and one their team can proudly manage and evolve for years to come.
This ongoing partnership model, offered at a simple, predictable monthly fee, allows growing companies to access senior-level creative leadership without the cost of a full-time hire. It ensures the brand stays aligned, cohesive, and ready to scale as new opportunities arise.
Click Here to Learn more about the role and benefits of hiring a Fractional Creative Director.
If your company is looking for creative solutions to empower your company brand, contact us today!