South East Water
South East Water provides water, sewerage and recycled water services to more than 1.65 million Victorians. With revenues in excess of $900 million and $3 billion in assets and infrastructure, it’s an already impressive business, and it’s growing.
Davidson was briefed to bring a new vision to life. The holistic brand alignment process developed ensured that our client’s corporate vision, business objectives and brand opportunity were all effectively aligned.
The water utilities category was crowded and busy, dominated by a ‘sea of blue’, cold and corporate looking competitors. Our brief was to reposition South East Water and help it stand out.
Our solution was to reposition South East Water as a vibrant lifestyle brand that brought to life the new brand vision ‘healthy water for life’ and celebrated the central role of water in our lives. We created a family of people silhouette illustrations filled with vibrant water textures and a bank of people photography that captured the enjoyment of working with, consuming and playing with water. This was all backed up with an evolved logo available in a broad spectrum of vibrant colours. Anything but blue!
A full range of over 150 branded marketing and communications applications were developed, including stationery, intranet, digital newsletters and website, new retail customer environment and experience, large format office wall graphics (‘values walls’), cars, trucks, head office and site signage, key customer communications (e.g. bills and statements), staff communications (e.g. culture and safety) and microsoft templates. All underpinned by a comprehensive brand dna system chart, brand identity, signage and tone of voice guidelines.
Davidson has recently been re-engaged to help evolve South East Water’s web user experience (UX) and reflect the shift to becoming a leading edge digital services organisation.
Since rebranding in 2011, South East Water has grown revenue by 56%, ebit by 30% and achieved a 4% growth in net assets. Customer experience/satisfaction has also grown, from 89% to 92%, with 91% of customers ‘commending’ South East Water for its service.