FUEL came up with the idea of a sinister voice, something between a warning and an advertisement. They chose the topics in the identities because either they are fundamental to science fiction or they have some relevance to the audience. They are intentionally phrased so that the viewer is left questioning the topic's validity.

Staying open to what ideas and images were related to the broader category of science fiction made it possible for FUEL to develop a creative and flexible campaign for a client who was trying to expand their market—and, hence, the meaning—of their product. In a larger sense, this approach means considering intellectual and aesthetic ideas that may not be initially attractive or even useful. To do this, a designer must be not only a good researcher, but an active cultural participant as well.