Despite delivering water service to 16 million people in 35 states and two Canadian provinces every day, American Water’s name was known by only about half its customers. On the eve of an IPO, American Water needed to distinguish itself and build interest.
OUR CREATIVE APPROACH
Our creative strategy was to move from “source” (rivers and streams) photography to dynamic photos of American Water employees, shifting to a conversational and engaging brand voice. Bold, memorable statements would be emphasized with powerful type and a color palette integrating sepia-tone and color images with a signature bright blue.
Corporate and subsidiaries identity, brochures/collateral, direct marketing, website, interactive annual reports