When is a water utility not a water utility? When your customers still confuse you with the local gas and electricity company! ACTEW Water faced this challenge for several years after it became a separate entity. A name change was vital for customers to understand the distinction, and a re-brand was essential to build confidence and a renewed focus for ACTEW Water staff.
CRE8IVE was engaged to provide extensive consultation and engagement through the organisation. One-on-one interviews, group focus session and various brand and naming workshops ensured we were able to delve deep into the organisations essence and provide an accurate brand framework to begin to tell their story and celebrate their achievements, whilst positioning the business for growth.
The name Icon Water was chosen and a totally new identity was created. With a new name and visual identity across every touch point, we have provided Canberra a brand they can be proud of, for generations.