TAE
Bringing the science of stars down to Earth.
The Science of Stars, Delivered.
Industry
Sustainable Energy
Services
Brand Strategy, Brand Identity, Brand Campaign & Activation
Launched
2019
Challenge
TAE, a pioneer in the fusion energy space, came to us on the eve of their 25th anniversary with a big challenge. As they continued to hit major scientific milestones in fusion energy on the path to commercialization, they were also adding commercial lines to their business in power solutions and life sciences divisions. TAE needed a brand that could unite their divisions into a single story while building relevance and trust with diverse audiences. The brand needed to stand up to the rigor of the science community, create appeal and accessibility to the general public—to whom fusion was still new and misunderstood—and grab the attention of the media and its growing interest in the clean energy space.
Approach
“The Science of Stars, Delivered” was the core idea that inspired the brand. It captured the Promethean spirit of their energy pursuit while still rooting it firmly here in the applied sciences and future commercialization. We created a brand system to accommodate their divisions under one roof, and brought the beauty and rigor of science to life through a dynamic illustration and motion language. Messaging spoke directly to the scientific community and tapped into the critical consciousness of the times, delivering a message of hope that a better future was not only possible but very, very close. By wielding the power of the electron, TAE is solving humanity’s biggest challenges using nature’s smallest creation.
