Leveraging New Regulations to Build Brand Equity

Creative Direction
Brand Strategy | Messaging

The Client
A-Gas is a world leader in the supply and lifecycle management of refrigerants, products, and services. By capturing refrigerant gas for future re-use or safe destruction, they champion the sustainability and the preservation of the environment.

The Crux
For contractors in California, the new year wasn’t just about turning a page—it marked a major shift.

With Senate Bill 1206 taking effect January 1st, new requirements around reclaimed refrigerants were set to impact every part of the HVACR workflow. But while the regulation was moving quickly, awareness among contractors wasn’t.

A-Gas had to connect with time-strapped contractors already stretched thin across job sites, staffing, compliance, and supply chain disruptions. Many were unaware of the law, and unprepared for what it would mean.

Without the right education or support, the risk wasn’t just confusion. It was disruption. For a regulation meant to shape the future, the clock was ticking fast.

Well, there’s your problem

Uncomplicating Compliance

The Strategy
The message had to focus on what contractors care about most: reputation, reliability, and staying in control of their day-to-day.

And it had to sound like it came from someone who gets it—someone who’s juggled job sites, tight timelines, and one too many new regs. That insight shaped the campaign’s core message:

Be Reclaim Ready

Messaging framed readiness as a professional mindset, tying early compliance to confidence, leadership, and long-term business growth. Clear, plainspoken language helped demystify the regulation, while a grounded tone created space for trust—and action.