British Gas
British Gas was changing faster than their products could keep up and previous updates were inconsistently rolled out, creating disjointed experiences for millions of customers.
They tasked us with updating their brand VI and solve these issues by embedding the brand directly into the design system. Making the brand simpler, and more future-proof.
We created a flexible design system that aligned colours, typography, icons, and illustrations. Stripping back unnecessary complexity and introduced a clear, confident visual style aligned with British Gas’s mission of helping homes run smoothly. It improved trust and consistency across all platforms.
Alongside the refresh, British Gas launched a campaign partnering with Team GB and ParalympicsGB to incentivise sustainable energy use and improve brand perception. The campaign offered half-price electricity on Sundays between 11am and 4pm, leveraging higher renewable energy availability.
A hero film featuring prominent athletes like Tom Daley, Katarina Johnson-Thompson, and Ellie Simmonds humorously depicted them racing to complete energy-intensive tasks within the discounted window. This multi-channel campaign, spanning cinema, radio, digital, social, and out-of-home advertising, successfully reached a broad audience.
Website traffic surged by 254%, and Peak Save registrations increased by 318% compared to the previous period. Furthermore, British Gas ad awareness rose by 1.5% following the campaign launch. The initiative effectively encouraged sustainable choices while simultaneously bolstering the brand's image.
Agency: T&P
Role: Lead Designer
Creative Directors: Adam McGowan and Danny O’Keefe
Senior Producer: Alfie Glover Short
Senior Art Producer: Ellen Green
Chief Design Officer: Dan Beckett 
