Faye Blais
Creative Director/Designer
Element Fleet Management
Deliverables: Brand Evolution, Creative Direction, Campaign Concepting, Design, Video Production, Motion Design, Photography, Creative Systems & AI Workflows
Role: Senior Advisor, Graphic Design
Description: Element Fleet Management is a global fleet and mobility company, helping organizations manage complex vehicle operations through technology, data, services and strategic expertise.
The opportunity: Join Element at a pivotal moment as it launched a new global identity and began building its creative capability in-house. Help shape and evolve that brand as the business and mobility industry transform, bringing a fresh creative voice to B2B and turning complex products, data and ideas into simple, compelling brand stories.
The solution: Build the systems and creative capabilities needed to turn a new identity into a living, evolving brand. From scalable design systems and campaign concepts to an in-house video practice, create a foundation that allows a small team to move faster, think bigger and continually push how Element shows up.
Building video In-house:
I had the opportunity to bring video into our internal creative offering and took the lead in building that capability from the ground up, pitching the production setup and acquiring the cameras, lighting, audio and gear needed to create a nimble in-house production capability.
I also developed an editorial franchise strategy to bring more structure and intention to how we use video, establishing repeatable formats ranging from documentary-style client stories and testimonials to UI-based product explainers and motion-led, data-driven content.
My role now spans concepting, creative direction, pre-production, camera operation, interviewing, editing and motion, producing content for campaigns, product storytelling, client testimonials, thought leadership, executive communications and culture. That work regularly takes me on location to offices, events and fleet operations to capture original client and brand stories.
What began as individual projects has evolved into an in-house production capability, a growing library of original Element-owned content and a more polished, strategic approach to telling brand stories through video.
From brand launch to brand system:
I joined Element at a pivotal moment: the launch of a new global identity and the beginning of bringing creative in-house.
As part of a small Creative Services team, I helped evolve that identity into a scalable creative ecosystem, designing our purpose logo and putting motion to brand assets, building out our Figma design system, reusable templates, self-service tools, video workflows and AI-assisted processes for concepting, creative review, research and image development.
My goal has become somewhat of a mantra: spend less time on repetitive production and more time on the idea.
As Element prepares to launch some of its biggest products yet, my role has moved upstream from applying the identity to developing the creative ideas within it. Campaign concepting has become a core focus of my work, translating complex business propositions into clear visual territories that scale across paid media, digital, events, sales enablement, motion and video.
The Takeaway:
When I joined Element, both the brand and the in-house creative function were at the beginning of something new.
Since then, I've helped evolve a newly launched identity into a scalable creative system, build an in-house video capability, develop campaigns within the brand, and help define how Element shows up as the business grows.
My role has evolved with it, from executing within the brand to helping determine where it goes next.
Key Takeaways: It has been invaluable to stay nimble, embrace change, and always trust that there is an endless flow of new ideas at our disposal. The power of collaboration is undeniable when the task at hand is relentless, where everyday meets a new challenge. And lastly, narrowing-in on a fun, strong, and meaningful visual identity from the beginning has allowed us to play freely within the boundaries of a familiar idea, and had a profound impact on our community - who continue to echo and strengthen the brand over time.