First Element Fuel


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Sub-Brand Naming

Led by former CMO of General Motors, FirstElement Fuel is committed to making safe, reliable, retail hydrogen available to all. We worked with them to develop the name for their network of hydrogen charging stations, an important first step in enabling the commercial success of hydrogen fuel cell vehicles – whose emissions merely water vapor.

TRUE ZERO

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FirstElement Fuel partnered with the State of California, Honda and Toyota to create the country’s largest network of hydrogen ...
FirstElement Fuel partnered with the State of California, Honda and Toyota to create the country’s largest network of hydrogen fuel cell charging stations beginning with California. Because this would be the first consumer touchpoint – and because some consumers have fear about the safety of hydrogen – it was important to create a name that was approachable, solid and also reminded consumers of the greater positive impact that choosing hydrogen would have on the environment. On track to be the nation’s largest network of charging stations, this name has the power to change the way Americans feel about hydrogen. With competitors focusing on including “H2” in the name, we veered from the cold, descriptive pathway to create True Zero, a bold, optimistic and fresh name which focuses less on hydrogen and more on the impact users will have on the environment when using it.
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