Duffy & Partners helps Water For People Rebrand Itself: The Current of Change

By Bridget Duffy Mar 24, 2010


DENVER – March 25, 2010 –Water For People (www.waterforpeople.org) launched its rebranding campaign today with the tagline, “The Current of Change,” reflecting the organization’s commitment to changing the way it solves the world water crisis. The Denver-based international development organization supports sustainable safe drinking water and sanitation projects in developing countries. They are calling for fundamental change in how the sector operates, empowering its beneficiaries to take responsibility and ownership of the systems put in place. This approach leads to true sustainability verses the cycle of dependency that plagues so many other well-meaning but ultimately unsuccessful efforts.

Water for People engaged renowned branding firm Duffy & Partners to assist in crafting a brand image that accurately reflects their new strategic direction. “This was an exciting assignment,” said Joe Duffy, creative director of Duffy & Partners. “It was a fabulous opportunity to deliver our mission of creating design to enrich everyday life and deliver a powerfully unique design solution that reflects Water For People’s vision of a world in which all people have access to safe drinking water and are free from sanitation related disease.”
“We are thrilled with the results from Duffy & Partners,” said Water For People CEO Edward Breslin. “Their thorough process, combined with their creativity, resulted in this new brand identity that clearly communicates our desire to transform this sector.”

Like Duffy & Partners, Water For People uses disciplined approaches combined with creativity and ingenuity to create permanent solutions to water and sanitation challenges. One of their core concepts is to not focus on the antiquated and inaccurate practice of solely measuring success based on the number of people supported by improved water and sanitation facilities in a given year.  While those numbers provide insight on one year, Water For People focuses on measuring the percentage of projects that are fully functional and self-sufficient at three, six and 10 years since inauguration. The organization believes that it is far more important to ensure that beneficiaries still have running water and functional latrines years after the project was inaugurated.   

For more information about Water For People, contact Peter Mason, Director of Marketing and Communications, at pmason@waterforpeople.org or visit the website at www.waterforpeople.org

For more information about Ned Breslin’s call for transformative change in the sector, see his recent essay on “Hydro-philanthropy” http://www.waterforpeople.org/hydrophilanthropy

About Duffy & Partners
Duffy & Partners is committed to deliver design to enrich everyday life. Celebrating 25 years of award-winning work this year, Duffy & Partners’ efforts spans many design disciplines including corporate identity, brand identity, packaging design, new media, and environmental design. Clients have included, among others: American Eagle Outfitters, Aveda, Coca-Cola, Brown-Forman, Jack in the Box, Sony, Susan G. Komen for the Cure, The Islands of the Bahamas, Thymes, Toyota and Whole Foods. Additional information can be found at www.duffy.com.

About Water For People
Founded in 1991, Water For People is an international, nonprofit humanitarian organization that focuses on long-lasting, safe drinking water resources and improved sanitation facilities in the developing world. While Water For People is in its 20th year of work it focuses not on creating a dependency on charity in the 11 countries it works in, but rather creating the ability of the local community to plan, build, finance, maintain and operate their own systems. The organization works in Africa, Asia, and Central and South America to show that its successful programs are adaptable around the world and can be replicated anywhere. In 2009 it served over 325,000 beneficiaries. Water for People is a charity of choice of the American water and wastewater community. For more information, visit www.waterforpeople.org.


What others think:

  • This is a perfectly designed logo. Very cool.  

    Keith Manning Apr 12, 2010 — 8:48 am

  • This is a wonderful logo. (but of course.) 

    Lori Miller Apr 30, 2010 — 12:06 pm

  • "The mark does not need the logotype to portray its unique identity" I automatically receive a sense of people and liquid from the mark alone. 

    Anonymous Sep 27, 2012 — 8:19 am

  • This theory i know it beofre you . You post some instuction of it but still it is lack of idea I got a book about this If anyone want it contact me By my facebook Pk Asuke Coko 4 

    Dhamim Jul 26, 2014 — 11:54 am

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