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Commonwealth Fusion Systems

The future of clean energy

Fusion is humanity's path to limitless, affordable clean energy, and Commonwealth Fusion Systems (CFS) is the company making it a reality. MIT-partnered CFS is leveraging new technology to build the world’s first net energy-producing fusion machine, which will pave the way for the first commercially viable fusion power plant. World-changing technology against climate change is within reach. We developed a brand strategy and website to carry them through their development process, focusing on attracting crucial talent and building a public narrative around often-misunderstood fusion energy.

What We Did

  • Branding
  • Messaging
  • Strategy
  • Web Design
  • Art Direction
  • JamStack Site Build

What We Made

Commonwealth Fusion Systems is entering its next stage of growth. To meet the opportunities ahead, they needed to tell a compelling story to a few different key audiences: prospective hires, the media, NGOs, and environmental action groups.

That meant storytelling that does a lot of different things: emphasizing ethos to attract mission-driven prospective hires; proactively providing an educational communications resource to influence vocabulary and concepts that the media can draw upon for a public narrative; and positioning CFS as a partner in the fight against climate change with data about fusion’s potential impact for NGOs who influence policy on local and federal levels.

In conjunction with the brand messaging, we developed a visual identity and website. The identity needed to be both memorable and dependable—something that distinguishes CFS within the energy industry, without feeling too avant-garde for such a serious scientific undertaking.

The design has a clean base inspired by patent drawings. The sweeping, zoomed-out imagery alludes to the ‘big picture’ and reinforces the idea that this is something that could make a profound positive impact on humanity and the earth.

The illustrated diagrams, explainer animations, and photo shoot in the CFS labs provide a sense of transparency and innovation. A visitor feels that CFS is an optimistic, trusted authority on the topic.

Photos by Doug Levy

Surfacing CFS’s powerful story, people, and potential gives the company credibility and establishes them as one of the crucial allies in the fight against climate change. Explore their technology and check on their progress at

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