The Challenge
The primary challenge was that the “Discover Your Watershed” event lacked a distinct visual identity separate from the SJWD corporate brand. To encourage community partners and event sponsors to actively share and promote the event on their own channels, it needed a unique, standalone identity rather than feeling like a utility company’s corporate marketing. SJWD needed this new brand to appeal to diverse audiences—families in underserved areas, community members, and event sponsors. They needed compelling materials to communicate that the 70-year-old community event was a free, fun-filled day of hands-on learning, ultimately driving strong family turnout, increasing RSVPs, and boosting participation.
Our Solution
We provided a complete event brand design and a cohesive visual system that honored their 70-year legacy and brought their mission to life:
- Classic Americana Identity: We crafted a welcoming theme evoking a timeless summer camp. The visual system combined a retro-nature aesthetic to connect with adults and kids.
- Cooley the Otter: We introduced a mascot, Cooley the Otter, as the ultimate clean water ambassador. Because river otters are an indicator species for thriving waterways, Cooley naturally symbolized SJWD’s mission, embodying the spirit of the event.
- Vintage Badge Logo: We designed a circular logo mark referencing vintage park badges, camp patches, and conservation seals. With Cooley as the focal point, this distinctive mascot became a recognizable symbol across signage, merch, and storytelling—a memorable logo that can be reused annually.
- Interactive Passport Brochure: We developed an engaging trifold passport that included vendor stamps, a park map, and tear-off raffle tickets, encouraging active participation from families.
- Comprehensive Collateral: We delivered a logo system for future use across signage, school postcards, highly shareable social graphics, and collectible merchandise including stickers and t-shirts that sponsors and attendees loved.
The Results
The identity successfully modernized the 70-year-old event.
- Record-Breaking Turnout: Drove a significant increase in community interest with a massive 833 pre-registrations, leading to a record-breaking event day with 425 attendees and 110 volunteers and vendors.
- High Demand & Shareability: Created a visual presence that the community universally loved and sponsors eagerly promoted. The new branding was such a hit that attendees actively asked to purchase the collectible t-shirts, prompting SJWD to explore merchandise sales for next year.
- Increased Engagement: Encouraged hands-on activity participation and vendor engagement.
Testimonial
“[I] love the feel of the website. It is much more streamlined that the current one and feels clean. It reminded me of what I would expect for a website from Chick-fil-A or Apple. The depth and quality of content overall is spectacular. Overall, I’m very excited by what you and the team have put together there and think it is a huge improvement for us.”
— Preconstruction Manager | J Davis Construction