AFFINITY WATER
(2021-2022)
Affinity Water Rebrand
Developing a new brand identity, architecture and tone of voice for the UK’s largest water-only company.
Brand positioning
We developed a clear brand proposition for Affinity Water. Understanding the role, and importance, the local environment plays in the delivery of water to customers, led to the powerful SOS: Save Our Streams campaign development.
Brand architecture
Defining how Affinity Water should be represented consistently through all touchpoints; we developed brand genes and an ethos that clearly positioned how the brand should be communicated.
Brand visual identity
The invigorated and clear new brand positioning needed to be represented visually. The new SOS creative had highlighted that the brand visual identity for Affinity Water needed strengthening, but with the many touchpoints, we allowed a sympathetic evolution. The logo remained similar but with an up-to-date colour palette and modernised font. We also used an illustrator to create a unique and recognisable style and a valuable bank of brand assets, including internal and external templates.
Tone of voice
To ensure consistency of communication to build the brand image we also developed clear guidance on 'How to write for Affinity Water'.
