




The Concept
Watergum’s message is clear: it’s about being a part of something real. So it was important that the brand be grounded in concepts that emphasise this statement. We started looking for cues in the environment around us: colours, textures and shapes that could define the identity. This led us to a rich palette of colour and imagery that forms the basis of the identity, providing both the diversity necessary to cover a broad range of projects, as well as a visual harmony that unites them together.


This new visual style and colour scheme extends throughout the programs to emphasise and bring consistency to the Watergum brand as a whole. Each project can choose a suitable ‘key colour’ that matches its subject and imagery. The result is a dynamic and flexible set of brand components that can be adapted to a diverse set of media. We also developed a new website theme to establish a strong online presence for the brand, and worked alongside the Watergum team to implement the design language across various social media channels.


In Summary
By introducing a fresh, strategic brand identity, we helped Watergum achieve their relaunch goals: to increase awareness, impact and reach, develop a stronger online presence and create a consistent tone of voice for the organisation. In short, a brand and message to be proud of and a very happy client.
Watergum engaged Ligature to design and implement our rebranding strategy. The process was much more than simply developing a new logo. Ligature sought to understand Watergum’s strategic objectives and to then design a rebranding package that reflected those objectives. Ligature had the creative flair and technical skills to produce something exciting; the practicality to ensure that designs were simple, clear and replicable; and the business understanding to document a set of guidelines that ensured that the use of the brand in our website, social media, print and sub-brands always reinforced the core Watergum name.
Jazz and the Ligature team were also a pleasure to deal with. If you would like to reinvent the way you market your organisation, together with the guidance to ensure that the new brand is used properly, I would recommend talking with Ligature.
Wal Mayr
President, Watergum