City West Water is one of three water utlitities in Melbourne. It services are largely directed at west Melbourne which, by comparison to the eastern suburbs, is a more metropolitan community with hipsters, young couples, blue collar workers and a large migrant community living there.
The organisation, wanted to develop a sub-brand —Voice of the Customer — which is aimed at researching their customers' needs and responding to them through new corporate initiatives.
Graphically, we adapted the City West Water secondary graphic, the 'water drop' to create interacting speech bubbles. This is important, as the water drops, used in this way, create a strong relationship back the core brand. The rotated drops are also reminiscent of two talking heads.
The fact that bubbles overlap is important as it implies a two-way conversation.
Photographically, although stock imagery is used in the style guide it does stipulate that real people from west Melbourne replace this imagery in due course.
Collateral includes the logo, a range of different posters (for different internal uses), report templates, a Powerpoint presentation templates, a mini website and so on.
Our client is thrilled with the results. Response to the brand has been positive and people intuitively get the interactive speech icon.