Inertia
The Challenge
After achieving an historic breakthrough, Inertia – a startup fusion energy company – needed to quickly establish credibility in a field crowded with both hype and skepticism. The creative brief called for a credible, forward-looking identity that would resonate with scientists, policymakers, investors, and the public – while steering clear of energy clichés and sci-fi tropes.
Our Solution
FGS’s creative team began with a comprehensive naming exercise, ultimately retaining “Inertia” after exploring alternatives. We then developed a visual identity that balanced scientific credibility with an approachable, forward-looking aesthetic, delivering two rounds of logo development and a robust visual style sheet. To support launch, we produced branded business templates, social media graphics and designed a streamlined microsite to clearly communicate Inertia’s breakthrough story.
Throughout, the creative team collaborated closely with FGS’s digital, social, and strategic communications teams to ensure consistent brand expression across all channels and stakeholder touchpoints.
