Launching British Gas Memberships in 2025 — a rewards platform built for growth, powered by trust, and designed to drive engagement, particularly through ‘Win Your Bill’.
Brand
British Gas Membership
Year
May 2025 – Present
Role
UX, Branding & CRM
Deliverables
Web and CRM
Designing a platform for growth rooted in trust and engagement
In May 2025, I led the launch of British Gas Memberships, a new loyalty initiative. The programme was designed to reward existing customers through exclusive discounts and prize draws, while also creating a compelling entry point for new customers to discover and engage with the brand.
Within four months, registrations grew to 250,000 members, reaching nearly 600,000 by Christmas, demonstrating strong customer appeal and sustained engagement.
Working in agile sprints, I shaped the end-to-end digital member experience, including the initial online wallet and core engagement comms. My work focused on creating a seamless, intuitive journey that encouraged regular interaction and reinforced value for members.
More recently, I have been defining a distinctive visual identity for Memberships, balancing the heritage and trust of British Gas with a more modern, digital-first expression. This evolving identity supports registration, engagement, and ongoing member experiences, helping the programme feel both established and innovative.
Win Your Bill
Originally Memberships launched with a quarterly prize draw – Win Your Energy for a year. This was a chance for a member who had energy with British Gas to win the value of the latest forecasted price cap at that point in time as a credit on their energy for the year.
The prize draw ended up being such a success for driving engagement and traffic to the wallet, we decided to make the ‘Win Your Energy’ prize draw monthly and relaunched it in February 2026 under the name of ‘Win Your Bill’. We wanted this to feel like Memberships while also having its only visual identity. My creative team were briefed on the ask and we took it away to workshop through a new name and a visual identity to go with it.
Our initial concepts played into the visuals of the prize draw but we didn’t want it to feel like gambling or have negative connotations that might discourage customers from entering. In the end, we landed on a simple visualisation – a purple swoosh that represented energy and highlighted the key benefit of ‘Win Your Bill’ – getting free energy for a year, making it almost have a superhero vibe to it so as to highlight the uniqueness of the prize.
Since launching ‘Win Your Bill’, we’ve averaged 400k entries per month with almost 90k new sign-ups every month we do a ‘Win Your Bill’ prize draw.
Looking to build upon this success even further, we’re going to bring in streaks to encourage more consistent entries with the potential for high streakers to win Things Plushies.
The Outcome
Since the launch of Memberships, we’ve seen a strong uplift in both product uptake and overall engagement, with customer interaction across British Gas increasing by nearly 40%. This momentum highlights the growing value customers associate with being part of Membership.
Third-party partnerships have played a key role in this success too. A single collaboration with Samsung delivered an impressive 18% of all new member sign-ups at the time — demonstrating the power of high-value partner offers in attracting and engaging customers.
Building on this progress, we’re now focused on enhancing the experience even further — making Membership more rewarding, more personalised, and more engaging for every customer. These initiatives will help Memberships to continue to grow into a compelling, high-value proposition that keeps customers engaged and rewards their loyalty.
800k+
members signed up in 9 months
73%
uplift in registrations after launch of Samsung partnership
30%
average click-through engagement from email campaigns
