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120Water

How 120Water Turned a Growing Mission Into a Scalable

Hey Reader,

Before we started working on 120Water’s massive website redesign, we’d been working with them on smaller projects for years. We’d seen their brand grow and evolve before our very eyes until the day came when it was time for their website to catch up; not only to where they are today—but where they saw themselves tomorrow.

You see, 120Water is a community resource just as much as it is a stand-alone brand and their work is important. They're responsible for guiding others through the EPA’s Lead and Copper Rule Improvements regulations while also adding more products to their own offerings. So like most businesses, they prioritized where their current demand was and deprioritized key business development areas: things like their own rebrand and website relaunch.

One of the other challenges for 120Water was figuring out how to make them seem like a professional, trustworthy brand while still having some personality. Even though they’re a government agency, they wanted their new product visuals to include bold colors, geometric shapes, and other creative concepts that introduced more novelty into their marketplace.

We even made the conscious choice to avoid using the color blue—an industry staple among their biggest competitors and other water brands. This decision gave us more room to play with neon colors that would stand out, whether that was stationed at a major industry conference or in a tab-by-tab website comparison against their other competitors.

We also helped 120Water clarify some of the more nuanced, complex messaging around key areas like their target audience and product market fit through our design work, including…

Incorporating product lines with multiple audience segments without overcomplicating the buyer’s journey or path to purchase

Streamlining marketing assets for easier sales conversations that would lead potential customers to the right product for them at the right time

Establishing a brand language directly on their website, instead of relying on industry jargon or unknown acronyms to communicate what they do

Autonomizing their website updates process by migrating to Webflow so edits could be made directly by the marketing team (instead of needing a resource from the engineering team)

Creating easy-to-use webpage templates so more content could be added internally, instead of having to rely on an external agency to do it

Needless to say, this project took a lot of brainpower to pull off in just two quarters—especially since there were so many moving parts and pieces to get right. Good thing there’s two of us.

If you already know that your brand needs more than a little refresh and are ready for your website and other marketing assets to match where you’re growing, you’re in the right place.

We’re entering our busy season and don’t want YOU to miss out on your chance to collaborate with us this year.

Click here to take a look at our services guide or send us an inquiry form right here.
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Now booking projects for Q2
​April - 1 spot
May - 1 spot
June - 2 spots

Until next time,
Charlee & Leah

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