There’s a lot of water in the Netherlands. People live alongside it, skate it in winter time, sail it during gaypride and drink it every day. The company that regulates all water in the Amsterdam region is Waternet. A fact that not many of the citizens are aware of. Waternet partners up with Water Authority Amstel Gooi and Vecht, and Municipality of Amsterdam, to ensure all subjects regarding water are the best they can. How do we communicate the work of this slightly invisible, but highly valuable brand, while showing the partnership?
Working together intensively with the client we developed a new brand strategy. By starting from the public’s perspective, we were able to create a communication strategy that is clear, open and transparent. One that answers questions, shares activities, and talks to Waternet’s customers personally. Next to that we created a clear system to show the brand structure concerning the 3 partners.
Waternet’s new identity is a bright and no-nonsense system that is both servant and friendly. Its simple rules make it easy to apply it to all the different items. By using the renewed icon very prominent and consequent, the brand is better recognisable. Now every time people connect with the Waternet brand, whether it’s a boat, a road-banner, or a forester, they know it’s about water. We changed from communicating ‘Waternet works here’, to actually telling people what Waternet is working on. ‘Ensuring the safety of our dykes’, ‘bringing drinking water to every home’, ‘keeping the canals clean’, et cetera. A few simple but drastic changes, that have helped the brand a lot.