Project Overview

South East Water is a state-owned Company providing water and sewerage services to over 1.3 million customers in the south-east of Melbourne, Victoria. As part of an initiative to elevate the importance of safety and wellbeing, Davidson developed the 'Liv it' brand.

Project Commissioner

SouthEast Water

Project Creator

Davidson Branding

Team

Allen Stephen
Grant Davidson
Michael Callan
Kevin Lam

Project Brief

The brief was to create a much greater awareness and understanding of the importance of health and wellbeing both within and outside of work.
To get cut-through, the message needed to be fresh, new and exciting - not just another safety message.
Our scope was to develop a 'catchy' name, positioning line, visual identity and communication plan and vehicles.

Project Innovation/Need

All large corporations have safety messages and all safety messages tend to be the same - quite rational, functional and focussed on safety.
Very few businesses focus on the importance of 'wellbeing' as a key component of safety, nor do they take a fun approach.
In many ways, the South East Water Liv It campaign is an industry first.

Design Challenge

The greatest challenge was getting the balance right - creating fun, modern and impactful brand communications without undermining the seriousness of safety.