Amentum Product Propositions & Messaging
Turning complex nuclear technologies into clear, credible and commercially useful product messaging.
Amentum, formerly Jacobs, had developed a portfolio of highly specialised products for nuclear decommissioning, waste management and environmental clean-up. Many of these solutions had been created over years, often requiring significant scientific, engineering and financial investment, but their value was not always easy to communicate beyond the specific sites or projects they had originally been developed for.
The challenge was to help turn complex, technical capability into clear, marketable propositions that could be understood by decision-makers across other nuclear sites, both in the UK and globally.
Working directly with product owners, scientists and technical specialists, I helped unpack the detail behind each solution — from SIAL geopolymer encapsulation to the Harwell Irradiation Facility and Constellation Gamma Hive. Using FAB analysis, XYZ proposition development and brand house thinking, we translated highly regulated, science-led products into more compelling messaging platforms, sales narratives and campaign-style communications.
The work needed to strike a careful balance: technically credible enough for nuclear, decommissioning and environmental specialists, but simple and persuasive enough to support commercial conversations. The result was a clearer suite of product propositions, each designed to help Amentum communicate the value, application and advantage of its innovations beyond a single project or site.