New campaign guidelines take flight for Portsmouth Water
Portsmouth Water is the UK’s best loved water company, and it’s about to embark on a huge smart water meter installation programme.
We created a new visual expression for the brand, along with campaign guidelines and a full five-year media plan to assist with the programme, due to begin in the last quarter of 2024.
We think
In its 100+ years of existence, Portsmouth Water has never needed to advertise. However, for the potentially disruptive rollout of smart water meters, it was necessary to raise awareness for customers and make Portsmouth Water more recognisable in the local area.
By analysing customer attitudes, priorities and wider industry trends, we knew the new guidelines had to overcome the barrier of customers not fully understanding that the area is water stressed and how smart water meters can help.
We do
We created a customer-facing brand platform centred around a hyper-realistic kingfisher, with full suite of guidelines on how to bring the brand to life – from distinctive brand assets to brand personality and tone of voice guidelines.
To accompany this, we developed creative messaging to help educate and inform customers on the incoming roll out, for example, the environmental and money-saving benefits of smart water meters.
As well as brand development, we’ve created a full five-year marketing and comms strategy to support the programme, including channel plans for each stage of the campaign.
