Project Overview

Universal Gas represents one of our most complex strategic challenges - creating a digital presence that speaks with equal authority to Fortune 500 procurement teams and Yorkshire homeowners. The heating and energy sector traditionally segregates these markets, but Universal Gas saw an opportunity to excel in both.

We developed a sophisticated digital platform that seamlessly adapts its messaging, visual presentation, and functionality based on user context, creating what feels like two perfectly-tailored experiences within a single, cohesive brand framework.

The Challenge

The B2B/B2C Divide

The heating industry's stark divide between B2B and B2C markets presented unique challenges. Commercial clients demand technical depth, compliance guarantees, and evidence of scale. They expect detailed specifications, maintenance contracts, and 24/7 support infrastructure. Homeowners want simplicity, transparency, and reassurance - clear pricing, same-day service, and trustworthy engineers.

Universal Gas needed to convey enterprise capability without intimidating individual customers, while maintaining approachability without appearing unprofessional to commercial buyers. The wrong balance could alienate either market entirely.

Our Approach

Adaptive Design Intelligence

Our solution hinged on intelligent user journey mapping that subtly identifies visitor intent through entry points, browsing behavior, and interaction patterns. Commercial visitors arriving through industry directories encounter technical specifications, compliance documentation, and enterprise case studies. Residential users see transparent pricing, customer reviews, and simplified booking options.

The design system employs adaptive visual elements - professional blues and grays dominate commercial sections while warmer tones and lifestyle imagery welcome residential customers. We built sophisticated backend systems including multi-tier pricing calculators, enterprise quoting tools, residential booking systems, and a comprehensive service area mapper showing real-time engineer availability.

Results & Impact

Unified Brand, Diverse Success

The new Universal Gas platform has redefined multi-market digital presence. Commercial clients appreciate the depth of technical information and professional presentation, while homeowners love the straightforward booking process and transparent pricing. The unified approach has strengthened brand recognition across both segments.

The intelligent routing system ensures each visitor finds relevant content immediately, dramatically improving engagement metrics. The platform's ability to present complexity to those who need it while maintaining simplicity for those who don't has become a significant competitive advantage.

The Final Product