One Water’s mission to ensure access to clean water has helped over five million people, raising over £30m since 2005. Its proposition should be compelling to an increasingly mainstream group of consumers, but it was failing to land.
As a B Corp branding agency, we jumped at the chance to help. Our brief: develop the brand identity and messaging to communicate One’s unique proposition, whilst retaining the trademarked logo ‘footprint’.
The existing identity lacked heart and meaning. Researching One’s history, we discovered a previously trademarked strapline – “Do One Good Thing” and its archived ‘Butterfly’ logo – the components for the rebrand.
The strapline and logo had never been brought together into a single lock-up before. With some re-crafting to make them friendlier and more impactful, they successfully communicate a compelling point of difference and call to action without costly legal changes.
Like all things that look simple, the amount of research, focus groups, design work, discussions, management of transition that goes into these things is quite incredible... but when you harness your true mission and express it in a way which is simple to understand, you know it's been worth every step of the journey to get to this point. It's not just a logo, or a strapline, it embodies all that we do, not only in terms of helping people get access to clean water, but about what we believe in the way we do business and how we conduct ourselves. It is the heartbeat of our world... Thank you for your clarity of thought, creativity and pragmatism. You have all of it in bucket loads.
