Making Clean Water
a Human Right
CLIENT / NOAH WATER
In the fallout of the water crisis in Flint, Michigan, Noah created a product that anyone could use to stop lead contamination, affordably. When they came to us for a brand identity and website, we helped them plug into a larger cultural conversation about inequality that they played a key part in solving. We built a brand for them that put the belief we shared in the forefront: that safe water is a human right for everyone.
Designing Noah’s logo, we took inspiration from the continuous flow of clean water created by their product. Rounded, modern letterforms referenced the curves of pipes themselves, supplying a symbol of water in a less-expected teal that felt optimistic and bright, like a beacon lighting the way.
DESIGNING FOR CLARITY
The Noah website faced several strategic challenges: an alarming social issue, a complicated scientific explanation, and a novel product that Noah needed people to trust implicitly. To overcome them all, we developed a site that felt effortless and crisp, substituting scare tactics with an optimism that invited people in.
Opting for a deeper site allowed us to house more information on the topic while also breaking down complex issues into more digestible pieces. And no matter how deep we got on the science, we paired it with photography that kept visitors focused on the true stakes of the water crisis: the health of our children.
LIFE AT THE SOURCE
Noah wants to make the world a healthier place: where drinking water is clean, accessible, and affordable for everyone. We built their site to become a hub for cultural developments around the issue today and as they pursue that goal in the future: a place people could send their friends and family for trusted information on the issue—and a place with the solution.