Transforming the way the world drinks water with FloWater

Brand Defintion (2024)

My Role:
Creative Manager
Brand & Content Strategist
Marketer

Deliverables:

  • Strategic Definition (positioning, whitespace, marketing strategy, target audience)

  • Brand Foundations (mission, vision, values, essence, pillars)

  • Brand Expression (character, voice & tone, messaging strategy)

  • Visual Expression (vision boards, logo, colors, typography, imagery)

  • Social Media Strategy (pillars, content planning & implementation, data analysis)

  • Sales Support (pitch decks, event guidelines, merch)

  • Website Overhaul (auditing, wireframing, content & graphics)

Highlights:

  • Developed a cohesive visual and messaging system that elevated brand trust.

  • Learned the importance of marrying technical details (impact reporting, outcomes data, consumer sentiment) with a cheeky and bold brand voice.

  • Saw measurable growth in online engagement, with a 20% boost in social followers and engagement post brand refresh.

When I joined FloWater, they were transitioning out of their “startup phase” and into a brand ready to compete with household water names. I led a full brand refresh, from redefining their guidelines to relaunching the website. Complete with a lot of moving pieces, the small (but awesome) marketing team took on the task of branding tap water into a rebellious and trusted identity.

What I learned, collaboration goes a long way—strong brands thrive when there is a team of people driving change and forging the path.