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Flow Water Advocates

Challenge / Objective

Flow Water Advocates is Michigan’s voice for water justice. Their work is grounded in research, policy activism, and community engagement. They protect the Great Lakes Basin and defend the right to clean, safe water.

Their brand didn’t fully reflect their collaborative spirit, clarity, or the urgency of their mission. They needed an identity as powerful as their purpose — one that could educate, inspire, and empower communities to take action.

Solution

Through research and stakeholder interviews, we crafted a new name, visual identity, and messaging framework. “Trust in the water” became a call to action and a reflection of their vision.

Result

An inclusive, empowering identity that communicates clearly and confidently — inspiring everyone to engage in critical water advocacy.

Hear From the Team

“Designing for a cause as vital as clean water challenged us to find a balance between beauty and urgency. What emerged was a brand that feels both grounded in nature and driven by its purpose.”

– Katie Smith, Designer

 

Letterhead, business cards, and envelope for "Flow Water Advocates" on a blue background. Clean, professional design with a water droplet logo.
Alt text: "A collage of FLOW promotional materials. Includes a brochure with a beach scene, a colorful policy brief, business cards, and an event flyer titled 'Water for All: The future of water in the Great Lakes region.' Tone is professional and informative."
A hand holds a clear water bottle with a logo against a serene lake backdrop at sunset, with soft pink and orange hues in the sky.Logo of Flow Water Advocates: a stylized blue water droplet inside a shield with a gradient of orange to blue, symbolizing protection and conservation.
A collage of pages from a brand standards and style guide. It includes images of nature, people by water, and text sections detailing brand elements.
Light blue and white T-shirts are shown. The blue shirts read "VOLUNTEER" on the front and have a blue droplet logo on the back. The white shirt features the same logo on the front.A group of children and a guide gather by a pond, observing him scoop water with a jar. The scene is outdoors, set in lush greenery under a cloudy sky.
Clear lake water with large submerged rocks, text "Trust in the water" in the center. The horizon shows a serene sky, conveying tranquility and trust.