Park&Co

How we raised awareness among customers went from 12% to 49% in just one year, with a 63% approval rating.

For desert dwellers, Central and Southern Arizonans sure tend to take their water for granted. When they turn the faucet, wet stuff comes out and that's all that matters. So when a private water utility comes to town promoting and developing smarter methods of water use and delivery, they've got their work cut out for them. Global Water needed to wake up politicians, developers and homeowners to the value of water recycling and more sustainable water stewardship, and they tapped Park&Co to lend a hand.

Since they were relatively new to the utility industry, Global needed an identity. Water recycling and reuse isn't exactly the sexiest business in the world, but there's no reason why it couldn't be more compelling. We began with a new logo, and after a dozens of attempts, came up with two well-placed swooshes that say "G," "water," and "recycling," all at the same time. Global Water finally had a mark to match their mission.

Next, we took a page from the company's playbook by putting water to better use. Simple drops were enlisted to shape Global's eco-friendly image and communicate their message on the need for and benefits of water recycling and reuse. In print ads and bill stuffers, water was morphed into a variety of symbols to deliver many different messages while always conveying the recycling philosophy.

So successful was our partnership with Global that they invited us to help out with the completion of their new LEED-certified water resource center in Maricopa. Park&Co designed and produced signage, interactive kiosks, videos - even water features - to educate visitors on recycling and reuse, and communicate a strong, consistent, water-conservation commitment.

By repurposing water to tell Global's story, we helped people to view water and the company in a new way.

Global's approval rating grew 63% in one year and their customers who favor water recycling increased by 20%. Though the current economy has slowed them, the company and their sustainable philosophy are both on the rise. Good for them. And great for the future of Arizona.

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