Natural Gas Rebrand: A Success Story

Natural Gas Rebrand: A Success Story

Rebranding is one of the hardest challenges any brand faces. Therefore, it is crucial to have a team of strategists, marketers, and creatives who can work collaboratively alongside your team to not only create a vision of where you want your brand to go, but also to bring the idea to life.

“Your brand is the single most important investment you can make in your business” – Steve Forbes, and that was the cornerstone focus when working with Gas Foodservice Equipment Network (GFEN) in the rebranding process.

The rebranding process works in 6 steps:  

  • Deep Dive
  • Research & Learning
  • Design Aesthetic
  • Share + Collaborate + Feedback
  • Develop Guidelines
  • Execution

From the deep dive, we learned that there was inconsistent messaging across channels. GFEN wanted the brand to be able to stand alone, incorporate the same colors, and have a timeless design and a brand name that connects with the industry. Through this feedback, we were able to come back with over 50 brainstorm names for the brand, half a dozen color palettes, and brand elements, all while staying within the wants and needs GFEN was asking for. We ultimately came up with three stylescapes, a design tool that expresses and steers the visual aesthetic for a brand, The Future of Gas, Industry Pros, and Bold Energy. Throughout the continual conversation with their team, we landed on Blue Flame Alliance – The Future of Gas. See below for the stylescape.

We took the five key components of branding: loyalty, messaging, connection, engagement, and credibility and turned GFEN into the future of gas – Blue Flame Alliance (BFA). Not only did we pull from their original brand, but we gave it a revamp of what resonated with the members and gave it a modern flair. See below for before and after. Natural Gas Rebrand Blue Flame Alliance logo

Now it was time for the real challenge – execution. The mission of Blue Flame Alliance is to focus on relationship building with key decision-makers who oversee national accounts, including establishments in the foodservice industry. This will be accomplished by educating, informing, developing, and providing energy solutions where natural gas provides operational advantages to the customer.

Since rebranding, we have seen the following:

  • 38% increase in users to the BFA website
  • 191% increase in LinkedIn followers
  • Clear communication of brand to prospects
  • Increased digital engagement and membership inquiries
  • Consistent brand alignment across all marketing touchpoints

Launching a rebrand is a time-consuming and thorough process – with only one chance to get it right. In partnership with the BFA team, we were able to produce a modern, aesthetically pleasing, and high-performing brand.

About Blue Flame Alliance

The Blue Flame Alliance (BFA) is an international alliance of utilities, foodservice equipment manufacturers, gas industry associations, national accounts, and foodservice trade allies organized to be a source of gas solutions for the commercial segment with a focus on the foodservice industry. You can learn more about BFA here: