Helping a climate tech innovator: Standard Gas clarify its message and brand presence.
Standard Gas Branding – Case Study
The Challenge
• What the technology does — Simultaneously produces clean energy and removes carbon from non-cyclable waste.
World-changing innovation that should reach its audiences with the clarity and authority it deserves.
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Our Solution
The key to making the energy transition work in emerging markets comes down to helping investors protect their investments and building trust in economically viable technology.
We worked closely with Standard Gas to deliver clarity of messaging and a confident new brand identity, rolled out through their new website and branded visual assets.
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, social media and blog and video storytelling.
Brand Visuals
• Developed a bold, future-facing visual identity to reflect Standard Gas’ leadership in low-carbon energy and carbon-capturing Biochar from Waste technology.
• Created consistent assets for both digital and physical communications, ensuring the brand speaks with authority and confidence.
The Results
• Clarity of message — visitors quickly understand what Standard Gas does, how it can be applied, why it matters, and how they can engage.
• Improved engagement — feedback shows the website holds attention longer and better supports conversations with stakeholders and investors.
• Stronger brand presence — the visuals and tone now match the ambition of the company.
Visual rollout showcase:
Don Jack & his IDEAS team have transformed our brand, our website, and our thinking, becoming part of our team.
— Peter Coombes, Communications & Government Affairs, Standard Gas
It’s a privilege to work alongside teams that are genuinely changing the game. When we partnered with Standard Gas, they already had groundbreaking carbon-removing technology—they just needed a brand and digital platform that matched the scale of their ambition. Being trusted as an extension of their team as they’ve hit milestones like DNV approval and their Norwich flagship launch has been a highlight for us. Huge credit to Peter and the entire Standard Gas crew for the heavy lifting they do every day.
What IDEAS Delivered
Working with the Communications Team on clarity of message.
Brand identity design, Brand Standards, and User Guide.
Website design and development, online Image and Brand Asset bank, Video Editing and Annimations.
- Exhibition design, signage, site branding/painting schemes
Digital and real-world physical assets, Stationery, Corporate Clothing
- Investor Presentation Documents, Digital Decks and Marketing Collateral
Social media concept, creation and posting, Blog Development
- Clarifying the Complex: Translated Standard Gas’s proprietary zero-oxygen pyrolysis process into accessible messaging for investors, policymakers, and partners.
- Aligning Brand with Ambition: Evolved their visual identity and website to reflect a commercial-ready climate-tech leader ahead of key funding and regulatory milestones.
- Embedded Partnership: Worked as an integrated extension of their internal communications team to sharpen how they articulate their carbon-negative value proposition.
👉 Explore the Standard Gas website: standardgas.com
Technology & Regulatory Milestones
- TRL7 Achievement. In October 2026, the company’s flagship SG100 plant reached Technology Readiness Level 7 (TRL7) , demonstrating full-scale prototype operation in an operational environment.
- DNV Approval. In July 2026, the SG100 system secured official approval from DNV , validating the engineering and safety standards of its non-burn thermal cracking process.
- End of Waste Certification. Standard Gas obtained End of Waste certification from the UK’s Environment Agency for its tar-free synthesis gas (syngas), allowing it to be legally used as a clean fuel rather than regulated as waste.
- Carbon-Negative Validation. The company successfully validated its zero-oxygen pyrolysis technology, proving it can process six tonnes of non-recyclable waste per hour into clean syngas and solid biochar that locks away carbon for centuries when integrated into concrete or soil.
Commercial & Funding Growth
- Norwich Flagship Plant. In 2024, Standard Gas secured council planning permission, built, and commissioned its first SG100 facility at Scottow Enterprise Park north of Norwich in Norfolk.
- £17.6 Million Fundraise. The company completed a £17.6 million investment round backed by investors including Elkstone Partners to transition its SG100 system from concept to commercial rollout.
- 20+ Plant Pipeline. Standard Gas has established a commercial project pipeline of over 20 plants across the UK and the European Union.
Industry Recognition
- Biochar Market Leader. Market intelligence firm CB Insights named Standard Gas a “Leader” in the biochar carbon sequestration sector, ranking it alongside peers like Charm Industrial and Carbonfuture.
- Global Climate Showcase. The company was featured in an ITN Productions film and CEO interview at COP 29 , highlighting its role in circular waste management and Net Zero decarbonisation.
PARTNERS (just a few):
