The PHX Water Smart campaign was developed to educate audiences about water history and resources in the City of Phoenix. The Water Services Department wanted to offset negative media attention that had led to resident and visitor concern over an impending draught. We developed an identity, branding and messaging for the campaign that was upbeat and communicated the preparations the department had made in order to ensure the City would have plenty of water resources in the foreseeable future.
The new campaign branding was applied to a variety of marketing materials, including a brochure featuring original imagery of department staff and City residents. This imagery gave the piece a sense of authenticity and allowed us to tell the story of the Department through its people. The brochure also included infographics that communicated stats and facts clearly and quickly to readers.
A smaller version of the campaign brochure was created that featured educational and informational content to drive the reader to further engage with the City on water conservation.
We were asked to translate our “Phx Water Smart” campaign theme to reach the Spanish Community. We translated and converted our theme to “Phx Cuida El Agua” which means “Phx takes care of water.” While not a direct translation, it does deliver an impactful message that will go a long way to make changes in our state’s ecosystem.
Brochures and info sheets were created in both English and Spanish to promote the City’s readiness and resources surrounding water conservation and responsible water use for both businesses and residents. Photography was taken with cultural diversity in mind to resonate better with specific audiences.