Do you remember that scene in Back to The Future 2 when Marty and Doc power their DeLorean Time Machine on household garbage? Turns out, it wasn’t just Hollywood fantasy. Fulcrum BioFuels had a vision to turn common household plastics (think string cheese wrapper and toothpaste tube) into clean, synthetic crude biofuel. The kind that could power a plane across the country. We helped them reimagine their branding to show them as a powerful innovator positioned around the notion of positive energy.