Brands are people, too. They evolve over time. They mature. They modernize. When Living Water asked me to begin work on the 2015 Annual Review and the companion brochure piece, I saw an opportunity to refresh the brand.
I started with typography. Previously, Living Water employed Univers and Whitman. Two typefaces I love and pair well together. However, I wanted to give the brand a bolder look. I turned to Gotham and Eames for this. These are two HUGE type families with various weights and alternates to choose from so there’s a ton of flexibility here.
From here I really dived into the idea of mixing white space with grit. Living Water began when affluent American business men and women decided to get their hands dirty and do something about the water crisis in Africa. 25+ years later, they’re still at it. So it made sense to me to create a clean look and get it a little dirty.
I created brush strokes and pencil strokes with real brushes and actual paint and pencils, something most designers lean on premade stock elements for.
What emerged is unique and beautiful and a perfect fit for the 25+-year-old organization.