THE BRIEF Founded in 1866, San Jose Water (SJW) has been serving the parts of Santa Clara Valley for over 150 years. A long-standing public utility, San Jose Water is one of the largest and most technically sophisticated urban water systems in the United States. With a deep local history and bright prospects for the future, SJW has a wonderful story to share, but having long neglected a community-based marketing strategy, they found themselves struggling with negative misperceptions, low approval ratings and criticism from stakeholders on many sides. SJW sought brand building and strategic marketing services to help them get back on track and tell their story.
BRAND STRATEGY With the goal of improving brand awareness and stakeholder perceptions Our team developed a strategy to help San Jose Water reconnect with their customers and other key stakeholders:
Humanize the brand and communicate company values through a campaign featuring their front-line and customer service employees.
Build trust and enhance brand reputation through consistent, quality content shared on the platforms SJW stakeholders use.
Create opportunity for positive new experiences through a series of face-to-face public outreach events.
THE CAMPAIGN Conceived by the Director of Communications at SJW, the “Water Warriors” campaign put a human face on the vital services SJW provides by celebrating their outstanding employees and emphasizing their connections to the local community.
MY ROLE Serving as Creative Director and Brand Strategist, I have lead the brand strategy, with the support of an incredible team of creative and communications professionals, and helped bring the client’s vision for the Water Warriors campaign to life through concept refinement, art direction, storyboarding, scripting, copywriting, and visual design for campaign prototypes.