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Brand identity design | Web design and development | Internal branding & culture | Marketing Design

Leading the (Gas)way to online boiler sales

First got Naked 2021

Keeping up with the online expectations of customers

Founded in 1982, Gasway Services Limited, part of Flagship Group, are the largest heating company in the East of England – keeping thousands of families warm in their homes each year.

Although an established, trusted, and well-known supplier in the region, more and more of their competitors have been shaping and refining their service offering through various digital platforms - including e-commerce - and it became clear that Gasway needed to undergo digital transformation in order to keep up with the growing expectations (speed and efficiency) of customers, especially during COVID-19.

Gasway needed a new, e-commerce website that fulfilled the following overarching goals: ‘reach new customers’, ‘reduce costs of servicing customers’, and create a ‘superior customer experience’.

Gasway Snapshot
Gasway Mobile Mockup

The ‘Get A Quote’ and scheduling tools could allow customers to be self-sufficient, save the Gasway team time and provide an interactive and smooth booking experience.

Far from being a standard e-commerce website, the main aim was for customers to be guided through their purchasing journey - to ‘Get A Quote’ and to book their installation and/or survey.

Strategy & Website Workshops

The website was a key part of the digital transformation project. We needed to consider the customer journey, including the questions posed.

The original questions, answers, and end results were provided by Gasway which Naked transformed into an interactive form design. This design was presented to a testing group in the form of a user testing workshop. The testers were not involved in the project and could therefore provide objective feedback on the usability of the form.

Being careful not to lead the users in any way, Naked oversaw the users testing the form, after which they provided comprehensive feedback which enabled us to revise elements of the form all while keeping one goal in mind - a clear and easy user experience.



A shift in strategy for the Gasway brand meant a suitable time to review the current branding.

The old logo had become tired and Gasway wanted one that better represented the brand following their digital transformation. Consideration also needed to be given to prominent offline applications such as van livery.

Naked modernised the Gasway brand identity – now better suited for use in a digital environment, also better representing the business that Gasway is today.

At a glance

Increase in conversion rates
New subscribers to mailing list
Reduction in bounce rate