Fuel Cell Systems partners with Resonates for expert PR support on HyHAUL project win

October 1, 2025 | Rhiannon Day

Fuel Cell Systems (FCSL), leading UK-based hydrogen engineering company specialising in hydrogen refuelling solutions, is working with Resonates to capitalise on its recent appointment as the official hydrogen refuelling infrastructure for the HyHAUL project, the UK’s flagship hydrogen powered heavy goods vehicle (HGV) initiative.  

The company’s hydrogen refuelling systems, HyFleet, will deliver high-capacity, high-safety refuelling at key locations along the M4, providing on-site hydrogen storage, compression, and dispensing capabilities designed for heavy duty logistics operations. The HyHAUL project will create the UK’s first hydrogen freight corridor, demonstrating that the technology is market-ready, available and scalable in the UK, to support logistics operators to achieve net zero targets. 

Working with Resonates, Fuel Cell Systems will leverage the agency’s specialist expertise in the energy and clean tech sector, and its track record of delivering strategic and highly effective PR and marketing support. Part of this work includes creating a tactical PR and marketing plan for HyFleet, and the wider business, that targets publications and feature opportunities with engaging insights and storytelling.  

And this experience has already been to Fuel Cell Systems’ advantage: with the HyHAUL project already progressing at speed, Resonates has been able to quickly get onboard to identify new media opportunities and secure coverage. Within one month of working with Resonates, Fuel Cell Systems has seen more than 70 brand mentions and 20 pieces of trade, regional and national coverage, including the BBC from one press release. 

Rachel Barker, marketing manager at Fuel Cell Systems Ltd said: “We have more than 15 years’ experience in the fuel cell and hydrogen industries, helping businesses to take significant strides towards sustainable mobility through pragmatic innovation, expertise and a shared commitment to environmental stewardship. Resonates will provide crucial expertise in helping us to communicate the importance of our work on the HyHAUL project, and cement our position as leaders in a highly innovative area. We’re very pleased to be working with the Resonates team.”  

Justin Heath, head of corporate affairs at Resonates said: “Fuel Cell Systems’ pre-cursor company was one of Resonates first clients in 2010, and at the same time, I was supporting their CEO in his previous cleantech role. This makes us especially excited to come full circle, fifteen years later, to help Fuel Cell Systems champion UK innovation, applications and export potential. Working with the FCS team will really help to highlight the transformative potential of green hydrogen in shaping a more sustainable, lower carbon future.” 

Today, Fuel Cell Systems is based in Hungerford, West Berkshire and has grown to 30 employees. It is the UK’s sole supplier for EFOY direct methanol fuel cells, and is one of the top three biggest distributors of SFC products in the world. Fuel Cell Systems has provided hydrogen refuelling systems to businesses including Toyota GB, and a trial for the BMW Group in Sweden, and fuel cell solutions to organisations including the UK Environment Agency (EA), and the Antarctic island of South Georgia. Fuel Cell Systems was also the refuelling partner for Extreme H, the hydrogen-powered motorsport championship that debuted in July this year at Goodwood Festival of Speed.