A Futuristic Facelift For A Fusion-Focused Trailblazer

In 2022, SHINE needed a brand and website that could keep pace with its ambitions and explain its phased approach to fusion in a way people outside the lab could follow. The team wanted a reimagined brand that highlighted their unique, four-phased approach, along with a new website that showcased their achievements and future aims. They challenged us to create a brand identity and accompanying website that mirrored their high-tech, innovative spirit.

Four Simple Words for Complex Ideas

We wanted SHINE’s brand identity to reflect the cutting-edge nature of fusion technology, while remaining grounded in the here and now. Our team settled on four words that represented SHINE’s brand persona: visionary, realistic, accessible, and magical. These descriptors informed key brand messaging and SHINE’s visual identity during this time.

One concept we carried over from SHINE’s previous branding was “illumination.” As trailblazers in the industry, the SHINE team fully intends to light the way to accessible fusion energy. We included visual elements on SHINE’s site — such as subtly glowing text — to reflect the “illumination” concept. Color also played a large role in SHINE’s then-new branding, with a specific hue assigned to each phase of SHINE’s unique four-phased approach.  

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The site launched with an interactive homepage video created by the talented team at Deep Sky Studios to bring the site to life. To complement the impact of the video, we leveraged clean, thin-lined iconography, a futuristic font, and compelling imagery.

What started as a brand and website project has grown into a much broader partnership. Today, our work with SHINE spans web strategy and development, search, and marketing operations, helping the team support an increasingly complex organization with the digital infrastructure to match. The work has evolved quite a bit since that first launch, and we’ll have more to share soon about what we’ve built together since.