Ample

A new brand and digital experience that brings better energy closer to home

 

The way we think about energy at home is changing. As the UK moves towards a cleaner, more electrified energy system, new possibilities are opening up for how we power our homes

But for homeowners, making the switch can feel like a big decision. Ample (previously Fornax) saw an opportunity to make that journey simpler, more reassuring and, importantly, something to feel good about.

In a category often dominated by technology and functional benefits, we helped Ample shift the conversation towards what better energy actually means for everyday life. The result is a brand built around benefits people can see, feel and enjoy at home.



Technology Climate Brand Brand & Digital
Brand Strategy Collateral Digital System Illustration Naming UI Design UX Design Visual Identity Website Development

Backing better energy

Better energy isn’t just about better technology. It’s about a warmer, more comfortable home, lower energy bills and the confidence that comes from knowing you’ve made a good decision.

With this in mind, we developed ‘Backing Better Energy’ as the central brand idea, shifting the focus from complex technology to tangible, everyday benefits. Positioning Ample not as another utility service, but as a positive upgrade to the way people live.

A custom symbol

A custom symbol brings together home, energy and connection in a simple, ownable brand mark.

The logo is designed to work across multiple brand moments, from UX to physical touchpoints.

A wider family of icons extends that visual language, helping Ample communicate clearly without relying on technical imagery.

The result is deliberately optimistic: a brand that makes change feel positive, practical and possible.

A colourful Ample brand poster reading “A new era at home”, featuring a geometric illustration of a home and surrounding greenery, displayed on a cream fridge beneath trailing plant leaves.
Close-up of someone relaxing on a sofa, wearing bright orange Ample-branded socks with dark green trousers, in warm sunlight. A mock up of an Ample branded rug with a cream border, placed on a wooden floor in a sunlit living room.

Putting feeling first

The visual world draws on familiar moments at home. A warm, architectural illustration style brings these to life, from a cat basking in a patch of sunlight to someone relaxing with their feet up and a hot cup of tea. Small moments, but ones that make the benefits of change tangible. 

To bring these to life, our team worked iteratively; bringing initial sketches into  Midjourney and Gemini, before developing and refining the artwork using Adobe Photoshop and After Effects.

The suite of illustrations give Ample a more human way to tell its story, making the transition to cleaner energy feel personal, relatable and within reach.

Illustration in Ample brand colours of blue, turquoise and cream, shows a cat curled up on a sofa
Illustration in Ample brand colours of blue, turquoise and cream, shows a woman in a kitchen
Illustration in Ample brand colours of blue, turquoise and cream, shows a heatpump on the outside of a house
Illustration in Ample brand colours of blue, turquoise and cream, shows a sunlit living room
Illustration in Ample brand colours of blue, turquoise and cream, shows someone with their feet up
Mock up shows an Ample branded book on a coffee table, with Ample illustration and the copy 'backing better energy for every home' Mock up shows an Ample branded print in a living room
Mock up shows an Ample branded leaflet on a sunlit background

Feels like home

A warm palette of oranges, soft creams and turquoise gives the identity a more welcoming, optimistic feel, while deeper tones add credibility and reassurance.

Together, they create a balance between warmth and substance, helping Ample feel positive without losing the confidence people need when making a big decision about their home.

A clear pathway

One brand, two very different audiences. Homeowners looking for confidence and reassurance, and installers looking for the support and infrastructure to grow.

We created distinct digital pathways for both, combining storytelling, simple data visualisation and intuitive navigation to make complex information easier to understand.

The experience carries the warmth and personality of the brand, while making every interaction feel clear, considered and personal. Because when you’re making a big decision about your home or business, it helps to feel like someone understands what matters to you.

The future of home energy might be driven by complex technology, but for the people living with it, the difference is in how it works for them every day.

The Fiasco team were exceptional from start to finish — every individual added something to the experience, but the real benefit was having a whole team driving the creative process. We had set down an ambitious brief, and at no point did we doubt that the Fiasco team would live up to the challenge. We're looking forward to continuing the work over the years to come to bring our full brand vision to life.

Alex Godsell, Co-founder, Ample

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