NedWater Liquid Change
Project Summary – NedWater Liquid Change is embarking on a journey to build a multinational organization that works locally, regionally and globally to provide clean healthy PH balanced drinking water (60 billion annually) and making the world a better place each and every day.
Social Media - customer/relationships are highly prized and hard earned items well over brand/image, customer relationships are built around authenticity, interactivity, participation, engagement, two way interaction, personalization and quick feedback loops.
Open Philanthropy - 5% of gross company sales are directed towards global nonprofits, nongovernmental agencies and grassroots organizations working openly to make the world a better place in tangible, concrete and measurable ways.
Radical Corporate Transparency - we desire to build an organization that can be as transparent as corporately possible. Authenticity, collaboration and openness designed in such a way to build better business, better communities and better solutions to community challenges.
Environmentally Friendly - overall desire to be as good for the environment as possible, and working towards things we stand for, not things we are against. Best practices of social entrepreneurs and social innovation put into a matrix of constant and continuous improvement. All bottles are stainless steel, no plastic period!
Audience Profile - our target audience is probably 18-49 years old consisting of college students, designers, artists, art-lovers, philanthropists, entrepreneurs, programmers, hackers, musicians, restauranteurs, foodies, activists, free-thinkers, taggers, skaters, surfers, snowboarders, millionaires and billionaires. Three key groups: social media people/young, wealthy people/old and office managers/whoever. They care about authenticity, happiness, real solutions, simplicity and making the world a better place.
Social & Financial Measurement & ROI - it’s about much more than the money. Money helps the business become sustainable and scalable but it is critical that we understand our local and global impact of our business model and partner channels. Building a global interconnected and yet highly localized and decentralized structure.
Product as Experience - people buy things emotionally then justify with their heads. People buy the product but desire the experience. We offer the simple act of a small consumer purchase experience magnified in very real ways in which the measurable real world experience makes the world a better place.
Healthy & Happy Living - more clean water consumed makes for a healthier body and drinking PH balanced water makes for an even healthier lifestyle. Good for you and a better world to match.
Perception/Tone/Guidelines - our target audience should respond to our new logo/corporate identity with a sense of “it’s about time” and “someone finally gets it”. Health. Water. Transparency. Giving Back. Social ROI. Should be a simple easy to read font. Should be an elegant iconic graphic image. Dark purple, white and maybe a touch of a single color. Iconic image can stand alone from name of company and be recognized.
Communication Strategy - we want the “targeted audience” to find the product and co-create the entire overall “brand message”. They are creators of this new corporate identity and they are in charge. We embrace The Cluetrain Manifesto (http://www.cluetrain.com/). We are open, transparent and understand that in a very real sense and meaningful way markets are conversations. Corporate social responsibility is more than a staid marketing strategy but an authentic means of building a sustainable, meaningful business that makes the world a better place as is scales and grows.
Would like to logo to be bold and striking. Dark purple, white and maybe just a touch of another single color. Please no traditional water images...drip, splash, ripple. Iconic image can stand alone from name of company and be recognized. Think bold. Good luck and be well.