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At FUEL, we believe creativity starts with culture.
This Pride Month, our front window says something loud and clear - 'Cosain na Dolls' ('Protect the Dolls') - but behind that statement is something even more powerful: the way our people came together to bring it to life.
This project wasn’t just a design or a decal. It was a cross-team collaboration that brought together members of our creative, employee experience, brand, HR, and marketing teams - all working with shared intent. From exploring how to honour the original Protect the Dolls movement to finding the right Irish translation, designing the window display and building a digital home for it online, this was a collective expression of what FUEL stands for. It reflects our values in action:
- We love people - and we back our own.
- We deliver excellence - with thought, care, and detail.
- We stand proud - visibly, intentionally, and with purpose.
- We champion change - through creativity and action, not just intention.
FUEL is an experience and entertainment group, a creative agency, a space where people come to work, share ideas, and feel like themselves. We’ve shaped our workplace to be open, collaborative, and genuinely inclusive. Not just because it’s the right thing to do, but because people do their best work when they feel safe and valued.
As a business within the creative sector, we know culture isn’t a backdrop - it’s the engine. And this was a moment where our employee experience came into full focus. Not because we planned an initiative for Pride, but because we’ve built a place where people feel safe to speak up, supported to show up fully, and empowered to shape the space around them. That’s what FUEL’s real creativity. That’s what drives real belonging.
This isn’t just the right thing to do - it’s the smart thing to do.
- People want to work where they feel seen and supported.
- Clients want to partner with companies that reflect real values.
- Talent wants to stay where they feel like they can speak up and shape the culture.
- And creative work is better - braver - when people feel safe to bring their full selves to it.
At FUEL, we’re proud to champion change through creativity. But what we’re even more proud of is the environment we’ve built makes that possible.
If you’re building your own employee experience strategy - let this be the takeaway: Invest in a culture where people feel empowered, and they’ll create the kind of work that speaks volumes. Internally and out in the world.
Happy Pride from all of us here at FUEL
Visit our campaign, learn more about the story, or join us in supporting the cause by checking out our FUEL Pride website HERE.
