Investment firm Engine No. 1 announced a new venture with an audacious ambition: powering the reindustrialization of the U.S. in the age of AI. A plan had been forged, team assembled, and equipment secured. All that was missing was a brand worthy of the endeavor.
The company needed a powerful name that would evoke the energy industry but also appeal to high-tech customers. It required a strategy and story that would set the tone of a major new player while establishing a strong foundation for the future—all while introducing an innovative new business model.
The Indelible developed the name, brand strategy and narrative, visual identity, expression system and website. The result was Joulent: the new measure of energy.
The name was inspired by physicist James Prescott Joule, whose work led to the first law of thermodynamics. The identity itself radiates with energy, informing a visual system of contrasting warm and cool colors, with flares accentuating its imagery. The brand's language conveys the Joulent's strategic essence: the capacity for liberation from the forces constraining the next era of industrialization.
As this limitless new venture begins making an indelible mark on its industry, its brand will serve as a valuable asset—conveying a distinct personality that’s as bold as its vision.
SERVICES
Strategy
Story
Naming
Identity
