Shooting on GAS™
"Does anyone have a broom?"
In 2011, Gareth and Simon – the G and S of GAS™ – made a pledge: to create a business that would ensure every shoot ran smoothly.
They were in LA at the time, working as photographers on a high-end fashion shoot, and watched in horror as unusable or damaged equipment arrived to a shabby, outdated studio. A member of the production team asked for a broom, which led to a three-hour wait while someone scrambled to find one, nearly bringing the production to a standstill. It was at that moment that GAS™ was born, founded on the idea that they could do better.
In true side-hustler style, when they returned to London, they bought a van, filled it with essential equipment, and rented it out to those in need, supplementing their photography income.
Since then, no longer just a side hustle, GAS™ has grown into a formidable brand in the production hire space. Shoots have become more complex – involving crews, photographers, assistants, hair and makeup artists, behind-the-scenes content creators, and more – and GAS™ has adapted accordingly.
In 2022, GAS™ decided to refresh their brand to align with their move to a new equipment store – three times the size of their previous one – and this is where our journey with GAS™ began.
We looked backwards to understand where they had come from before moving forwards to help the GAS™ team refocus, realign their purpose, and remember the challenges that inspired them to start in the first place.
Staying true to the black-and-white base, we added a splash of colour to the visual language, a contemporary sans-serif typeface to replace the teutonic, emotionless Helvetica, and a friendlier, more approachable identity system. We introduced a warmer tone of voice and an ownable shape that could be used across communications, signage details, and everything in between.
Today, GAS™’s brand expresses the same intent it set out to achieve a decade and a half ago, but with a fresher, more personable yet still professional look and feel—preparing the business for the next 15 years.
