We created the Fulcrum brand in 2004, In a world of “off the shelf” components, Fulcrum wanted it to express that all wheel components and technologies were specifically created for every single wheel. We also wanted to grow “team spirit” into the payoff, Fulcrum are major team sponsors, so “ “All for one” not only refers to the product but also the rider to with respect to team.
The Power e-bike
The brand we created in 2011 was totally new, in a new sector, so we felt it essential that the payoff include the word: “e-bike”. “Power” is derived from one of Klevers key selling points; the unrivalled torque of its exclusive rear motor.
The flexibility and fast turn-around nature of this 100 seater means it literally flies more. The longer a plane flies, the more efficient and economic it is for fleet buyers
love of details
Dental Art prides itself on the hand made quality of it’s furniture, steel dental furniture that looks and acts like the softest wood, to achieve this; high technology, basic caftmanship and extremely high attention to detail.
Your brand defines you,and your payoff supports it, litterally. You want to keep it simple but express everything you believe in.