Case Study: Standard Gas

Helping a cleantech innovator clarify its message and brand presence

The Challenge

Standard Gas has developed transformational waste-to-X technology that tackles two global challenges: waste management and carbon reduction.
But their website and communications weren’t fully conveying:

• What the technology does — converting residual waste into valuable outputs.

• Why it matters — reducing carbon emissions and supporting the transition to Net Zero.

• Who it benefits — municipalities, industrial operators, and investors seeking scalable decarbonisation solutions.

The result: a world-changing innovation wasn’t reaching its audiences with the clarity and authority it deserved.

Our Solution

We worked closely with Standard Gas to deliver clarity of messaging and a confident new brand identity, rolled out through their new website and visual assets.

• Messaging Framework

  • Refined the value proposition into a simple, compelling headline: “Transition to Net Zero with transformational waste-to-X technology.”

  • Structured content around the three pillars — Carbon Reduction, Carbon Recycling, Carbon Removal — to make complex ideas more accessible.

  • Supported the narrative with urgent context (“less than 15% of the world’s waste is recycled”) to highlight the scale of the problem.

• Brand Visuals

  • Developed a bold, future-facing visual identity to reflect Standard Gas’ leadership in cleantech innovation.

  • Created consistent assets for both digital and physical communications, ensuring the brand speaks with authority and confidence.

• Website Design & Build

  • Designed a responsive, accessible site optimised for multiple audiences — from policymakers to technical specialists.

  • Simplified navigation and highlighted clear calls-to-action, guiding visitors from problem awareness to solution exploration to enquiry.

  • Integrated infographics and data-driven storytelling to make the SG100 process more approachable.

The Results

• Clarity of message — visitors quickly understand what Standard Gas does, why it matters, and how they can engage.

• Stronger brand presence — the visuals and tone now match the ambition of the technology.

• Improved engagement — early feedback shows the website holds attention longer, attracts more enquiries, and better supports conversations with stakeholders and investors.

Visual Rollout