American Natural is an energy company with its initial fueling stations situated in Pittsburgh, Pennsylvania. Spire created an “immersive” identity and structural visualization model for the company. A custom typeface was created based upon the font Memphis. A logo/symbol, based on CH4 — one carbon atom and four hydrogen atoms. So the logo/symbol is actually a picture of their product at the elemental level. Another interesting idea was that the background of the logo would be polarized low contrast images of the site that their station would replace (in Pittsburgh building means tearing down some current structure). The Spire team photographed the old cinder block manufacturing plant a my Leica R8. We then designed a 1/18 scale model (built by Max Steiner) with design cues of Jules Verne, modernism, and a touch of futurism. We delivered an in-depth portfolio of these design cues to their architect and interior designer. Our graphics were deployed with 95% accuracy, and the 3D photographs, renderings, and models with about 80% accuracy — mostly due to cost savings. This concept, of developing immersive design guides and inspirational models, proved effective in keeping all stakeholders informed during the development of programs. In this example we deployed the RAPID PROTOTYPING hot team concept to create excitement within the group and rapid build out of the brand. Our objective was to create rapid adoption of specific brand, that might otherwise be lost within a commodity product (energy). The guides were broken into three types: Symbol and Semantic — Form and Light — and Usability and consumer adoption.