| American Water
2009 REBRAND 100 Winners > notable
Industry/Sector: Energy and Utilities
Enterprise Rebrand
Country: USA
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - American Water is 120 years old, and its nearly 7,000 employees deliver high-quality water service to 15 million people in 32 states and Canada. Even as industry leader a study found name recognition so low that only about half of its own customers knew its name. Being spun off through IPO, it needed to distinguish itself and build interest.
Challenge - Maintain American Water’s historical presence yet position it as the innovative leader it is. Securities and Exchange Commission quiet-period restrictions meant launch had to be on IPO and had to be kept confidential. It was unveiled – from collateral to website to lobby overhauls to premiums – at 200+ locations nationwide and the New York Stock Exchange on April 23.
Strategy - Move away from “source” (rivers and streams) photography to dynamic photos of American Water employees, shift the voice to conversational and engaging, and make bold, memorable statements through powerful type and a palette integrating sepia-tone and color images, earth tones, and bright blue.
Result - Research shows this to be the only brand launch of its kind. Its success energized the industry and employees, providing a blueprint for the future and a renewed focus on customer communications.
Credits:
Client: American Water - www.amwater.com
Senior Vice President: Laura Monica, Corporate Communications and External Affairs
Director of Marketing and Advertising: MaryBeth Vrees
Brand Manager: Kimberly Selby
Manager of Marketing and Advertising: Michael Herbs
Brand Strategists/Designers: Creative Co-op - www.creativeco-op.com
Creative Director: Josh Weinstein
Designer: Julie Sorensen
Designer: Tricia Miller
Designer: Fran Cloonan
Account Director: Tish Casey
Art Director: Scott Bartley
Art Director: Amy Richard
Photography: Larry Dunn Photography - www.larrydunnphotography.com
Web Services: SilverTech - www.silvertech.com
President: Nick Soggu
Director of Client Development: Jeff McPherson
Director of Technology: Eric Esposito
Internet Applications Developer: Stephen Bond
| |
