AssetCool is developing novel materials for electricity transmission. Specifically, the company is developing coatings which passively transmission assets to increase their efficiency and resiliency. Our initial product is a photonic coating which passively cools overhead transmission conductors. This coating works by managing the incoming solar radiation and outgoing thermal radiation, to create a net outgoing radiative energy flux, cooling the conductors with no energy input. A transmission conductor with a lower temperature has a lowered temperature coefficient of resistance, reducing power losses. The lower temperature also allows for an increase in current carrying capacity.