IDEO has helped brand and position start-up Transatomic as a safe and viable energy company, which can “revolutionise the nuclear industry”.
Transatomic was founded in 2011 by two MIT Nuclear Engineering graduates, Dr. Leslie Dewan and Mark Massie. Their aim is “to create abundant energy and a healthy world”.
They say they have already designed a nuclear reactor that consumes nuclear waste and delivers clean energy.
It uses a molten salt reactor, a method abandoned in the 1960s, which Transatomic says it has improved upon.
This “challenges the status quo” as most nuclear power stations use a light water reactor, which produces waste.
IDEO was tasked with creating an identity and with communicating this message clearly, which it has looked to do by designing a website.
Within it infographics aim to demystify the science behind the idea, a timeline of goals is set out, architectural renderings of the plant are shared, safety is clarified and a glossary of terms is explained – all in a bid to win the public over by informing and educating them.