Halifax Water is a world-class utility, providing drinking water, wastewater and stormwater services to over 360,000 residents. While the organization has done an incredible job of innovating and improving their services throughout their history, they hadn’t done a great job of telling their story. Revolve was engaged to help define their brand, engage with the public and tell their story through a corporate reputation strategy.
Using our proprietary Brand DNA process, we dove into the heart and soul of Halifax Water to determine what makes it flow so well. We defined the utility’s benefits, values, personality, mission, vision and purpose, and authored a bold new brand promise: Refreshing. More than a description of the water they provide, Refreshing marks a new way for Halifax Water to live their brand and engage with their customers – through vibrant, authentic and proactive communication.
To bring the brand to life for employees, we wrote and designed Halifax Water’s Brand Book. An internal culture defining document, the Brand Book informs and inspires everyone on how to speak and act on behalf of the brand.
Halifax Water’s Brand DNA also informed the creation of an external communication platform. Titled “Straight from the Source”, it is a long-term initiative designed to educate the public on what it means to be stewards of the water cycle. In its first year, Straight from the Source launched with an integrated marketing effort that included out of home, online and social media ads and content; water bottle, t-shirt and towel giveaways; a new Customer Connect website; and a portable public engagement booth called The Shed.
Revolve also planned, purchased and executed a mass and digital media buy that delivers more than 26 million impressions over 10 weeks. Consisting of targeted Facebook ads, transit ads and ferry terminal posters, the market activity ensures Halifax Water’s message reached every resident.
Developed by Revolve, the Customer Connect website introduces the public to the new water meters being installed across the region. Packed with tons of useful information laid out in easily digestible chunks, the website is an example of Halifax Water living their brand promise by providing proactive communication to their customers.
The Shed gives Halifax Water a valuable tool to engage with the public on a one-on-one basis. Designed by Revolve and fabricated out of a portable trailer, it features a TV to play video content, a tap to serve Halifax’s award-winning drinking water and plenty of space for Halifax Water to have meaningful conversations with their customers.