Injecting energy into team culture by creating a platform for engagement, curriculum strategy and design \ Fuel Conference

The Challenge

Carsales approached us with a challenge: to reinvent and elevate their annual conference experience — not just for the three-day program, but into the future — and create a platform that would up-skill their staff, encourage self-improvement, instil greater confidence in their roles and build morale company-wide.

The Strategy

So we created Fuel — a creative platform and single-minded proposition which shaped every aspect of the conference, and smashed the objectives of re-energising and empowering staff to realise their potential. 

From speaker content, wellness programs and food stations, through to skills workshops, storytelling and problem-solving, internal communications campaigns and more, Fuel (and all its creative properties) became a rich, cohesive and highly effective conference experience.


With overwhelmingly positive feedback and high levels of employee engagement, Fuel ’18 was an exceptional conference. But it has also proven to be an effective ongoing platform, encouraging the Carsales team to make even more valuable contributions to the business, and — just as importantly — empower them to invest in themselves. 

“From our very first meeting, Neonormal encouraged our leadership team to get hands on in co-designing an interactive, measurable conference program. We threw out our usual model, communicated with our diverse teams and enabled unprecedented attendance and ongoing engagement.”


What we did

  • Strategy
  • Brand Identity Design
  • Communications
  • Customer Journey
  • Internal Engagement
  • Event Styling
  • Logistics