- We developed and launched a brand in less than six months. - Eight million households were aware of the new Gas Safe brand within two weeks of launch. When you’re up against the clock you have to be pretty clear what you're trying to achieve. In 2008 the Health and Safety Executive gave Capita the contract to run the UK's new gas registration scheme to replace CORGI. Capita turned to us for a new national brand – a hallmark for gas safety to be launched to the public in less than six months. We knew we had to develop a brand with a single-minded focus on gas safety – a mark of authority and a trusted household name. So we needed a name that was credible to gas engineers and descriptive for the public. We also needed a no-nonsense visual identity for high visibility, with an iconic symbol for vans and ID cards alike. Finally we needed a punchy, unambiguous and campaignable brand message – one to build public awareness of the new register and the importance of why it exists. We set to it and built a brand for the nation. Three months on and a few late nights later, the Gas Safe Register® was born.
