AvantiGas – Brand Creation and Guidelines

Creating an agile, fresh brand, full of personality to stand apart from its rivals and appeal to SMEs.

Business as usual? Never.

Using consumer and business insight, we created the brand for the new AvantiGas natural gas proposition. This challenger brand was aimed purely at SMEs, giving AvantiGas a platform to deliver a simple and refreshing customer experience. We created a brand that empathised with the needs of this market, reflecting an agile, bold and confident brand that had bags of personality.

AvantiGas Brand Creation and Brand Guidelines — Nat Gas website on iPad and Desktop
AvantiGas Brand Creation and Brand Guidelines
AvantiGas Brand Creation and Brand Guidelines — Brand messaging

A bold brand with a people focus

This was primarily a self-serve, online proposition, so it was important that we delivered a brand with a strong human and personal feel. We used customers interacting with quirky insight driven messaging to visually illustrate that the customer was central to the brand. Our overall bold approach ensured this new brand stood out from the myriad of players in this very competitive market.

End-to-end development

Working closely with the client teams, we created the brand architecture to clearly define the vision, values, personality and brand essence. This was developed to work across different channels to establish the look and feel and tone of voice which was then detailed in a comprehensive set of brand guidelines.

AvantiGas Brand Creation and Brand Guidelines — Branded business cards
AvantiGas Brand Creation and Brand Guidelines

Crafting strong brand assets

To ensure the brand was delivered consistently across all channels, we created a suite of brand assets and messaging to directly target and appeal to core audiences. The assets were then shared so everyone involved with the launch could successfully deliver against the client’s exacting timelines.

Brand Assets - Iconography
AvantiGas Brand Creation and Brand Guidelines — Welcome Pack
Brand Assets Photography - Young office worker on a scooter.

1,200 new customers within the first year, a positive NPS and zero complaints from its delighted customers.

Brand Messaging — The Energy People Who Go Above and Beyond
Branded emails communication displayed on iPhone
AvantiGas Brand Creation and Brand Guidelines — printed brand style guide

I love it! It’s exactly where I hoped we would get to. Thank you again for going ‘Above and beyond’ yourself!

UGI International – Business Development Director