EMPOWERING COMMUNITIES
CLIENT / SAFE TAP ADVOCACY
Safe Tap Advocacy is a mission-driven organization dedicated to ensuring safe, lead-free drinking water for families and communities. Formed in response to ongoing failures in water infrastructure and public trust, Safe Tap exists to educate, advocate, and push for accountability where it matters most—at the tap.
We saw a space dominated by alarmist messaging and institutional language that often left people confused or disengaged. Our work focused on building a brand that feels clear, credible, and human—one that empowers communities with knowledge while making the issue of water safety accessible, actionable, and impossible to ignore.
BRAND IDENTITY
The logo was designed to feel modern yet timeless, simple, recognizable, and rooted in the everyday act of turning on the tap. We created a droplet that mimics a drop of water falling from the tap and bouncing back upward, subtly forming the letter “S.” The mark connects water, motion, and meaning in a single gesture, symbolizing both the issue at hand and the advocacy behind it.
CREATIVE DIRECTION
The creative direction focused on balance. We designed a visual language that feels approachable and reassuring for parents and residents, while also building credibility with schools and municipalities. The aesthetic is serious without being intimidating, professional without feeling institutional, and inviting without minimizing the urgency of the issue—creating a brand that communities can trust and engage with.
WEBSITE DESIGN & UX
The website was designed to feel modern, warm, and trustworthy—inviting users into a serious conversation without overwhelming them. Beyond aesthetics, the core focus was clarity. We structured the experience to guide different audiences—parents, school administrators, and municipal leaders—quickly to the information most relevant to them. Clear pathways, simple language, and a calm visual system help translate complex water safety issues into accessible, actionable understanding, building confidence at every step of the journey.
