Project Overview
Leveraging the new brand values and working closely with the Executive Team, we created a new energetic brand identity, bringing to life the new CEO’s vision of “Healthy water for life”.
A redefined brand strategy overturned the previous undifferentiated, cold and corporate ‘look and feel’. A new vibrant and approachable brand personality is communicated inside and out, and across multiple touch-points.
The internal launch needed to impress, but more importantly align staff at a time of incredible change inside and outside the business. South East Water now stands distinctively as an organisation already acknowledged as a leader in the category.
Project Commissioner
Project Creator
Team
Grant Davidson: Creative Director
Michael Callan: Design Director
Sam Osborn: Client Service Director
Leo Redgrave: Finished Artist
Project Brief
The South East Water brand is now more than a logo, it’s a promise of quality to customers.
We’ve taken the additional step of injecting greater energy and personality into the brand
and communications.
New colours reflect the diversity and energy of our people and business and a new typeface
projects a more modern and friendly image. You’ll see our logo has evolved and become
more vibrant too. Simple droplets of water, the lifeblood of our business, now feature in it.
Notwithstanding the primary elements of the new identity, it is the new supporting visual language which sets this work apart. South East Water is different, innovative and leading. So, the new photography style pushes boundaries. Water and its different forms and textures are, after all, a central element to our lives and business.
Project Need
South East water is an innovator and its brand identity sets it apart from the generic institutional utilities. The brand brings the vision of 'Healthy water to life'...to life. South East Water benchmarks against leading global organisations like GE and IBM. Like those brands, South East Water is outstanding in the category and a new benchmark itself.
Design Challenge
An holistic solution to branded applications and communications was delivered efficiently and effectively. From user friendly and easy to navigate web and intranet sites to high quality offset and digitally printed customer communications.
Large format wall graphics were also produced to create maximum impact with staff and visitors at Head Office. Visible from ground and first floor atrium levels, the 'values walls' created interest and energy in a corporate setting and most importantly reinforced the internal communications launch and brand behaviours. Additionally, the brand was brought to life in a refreshed retail space improving the customer experience at the store level.
To support the visual brand elements, a brand 'Tone of voice' guide was created to help guide consistent and effective tone to all written communications. The agreed personality traits are the centre piece for this guide which allows the traits to be 'dialled up or down' depending on the audience or communication objective.
Bespoke photography. Unique graphic devices. Vibrant graphic tools, consistently applied. All combining in a comprehensive style guide ensuring the two in house designers at South East Water can create additional pieces with minimal direction from us.
Sustainability
Every measure was taken to keep the carbon footprint to a minimum including specifying:
- FSC® certified paper
- Carbon neutral and recycled paper as standard stock items for digital and offset printing.
- Alcohol-free printing
- Vegetable-based inks and varnish
Graphic Design - Identity and Branding
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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