Gas Networks Ireland
Future proofing energy leadership
Not all brand projects require a full rebrand.
Our challenge was to evolve, not replace Gas Networks Ireland’s well-recognised identity with distinctive, proprietary assets that reinforce trust and leadership in Ireland’s energy transition. RichardsDee worked closely with GNI through a brand evolution process, building on strategic insights and brand tracking data, recommending an “evolution” approach: retaining the logo but modernising the design system.
We led a brand evolution that introduced a suite of new, ownable assets designed to strengthen distinctiveness. We modernised the design system with:
An holistic approach to its brand expression ensuring all business areas were included and given tools to sign post their area
Gradient signposting to signify the energy transition and clearly distinguish future fuels.
The Network Ring, a graphic device symbolising connection, collaboration and ambition.
Colour-coded product signposting for biomethane and hydrogen, creating clarity and memorability.
Accessible typography and colour rules to future-proof communications.
Each element was created as a proprietary visual marker for GNI, designed to be consistently applied across campaigns, digital platforms and stakeholder engagement.
We delivered comprehensive brand guidelines and assets, spanning identity, campaign lock-ups, colour and typography, architecture and signposting, photography, and applications. These distinctive assets were developed to be accessible, scalable and future-focused, embedding GNI’s renewable narrative into every touchpoint.
Distinctive assets are critical because they:
Ensure instant recognition and attribution in a crowded market.
Create proprietary value, meaning competitors cannot easily imitate or dilute GNI’s brand signals.
Deliver long-term efficiency, reducing reliance on explanation-heavy communications by letting assets do the work of recognition.
For GNI, this means a more trusted, memorable, and future-proof brand. The refresh not only modernised identity but created proprietary equity — strengthening recognition, trust, and leadership as Ireland transitions to renewable energy.
