PureWave is a distinguished water and wastewater engineering firm renowned for delivering sustainable, cutting-edge solutions tailored to the unique needs of our diverse clientele, spanning commercial, municipal, and residential sectors. Diverging from conventional chemical wastewater treatment methods, our ecological wastewater solutions harness the power of natural microbial processes to establish a self-sustaining, regenerative closed-loop system. Within this innovative framework, sludge undergoes a comprehensive journey through tiered microbial treatments, culminating in its transformation within constructed wetlands. Here, it undergoes further refinement and purification through the harmonious interplay of mollusks, fish, and aquatic flora.
Despite being pioneered several decades ago, ecological wastewater engineering remains relatively obscure, often overshadowed by conventional "black box" solutions that contribute minimally to the long-term well-being of our environment.
Recognizing the need for a transformation in the perception of wastewater as a valuable renewable resource, PureWave's visionary founder engaged Yunshann to craft a distinctive visual identity. This strategic partnership seeks to redefine public perceptions and elevate our firm's standing as a preeminent contender.
Our project commenced with an extensive phase of discovery, during which we diligently gathered insights pertaining to PureWave's peers and competitors. Our research delved into the historical underpinnings and essential intricacies of wastewater engineering, ultimately leading us to focus on three strategically significant target demographics.
This meticulous discovery period yielded a well-defined market positioning strategy, a distinct tone of voice, the establishment of brand values, a central brand concept, and a clear creative direction. As the cornerstone for our visual communication efforts, we formulated a lush and riparian color palette. This deliberate choice was aimed at challenging the prevailing association of wastewater with unpleasantness, often referred to as the "ick" factor, by instilling a profoundly refreshing ambiance into the brand.
The development of the logo system naturally centered around the company's name, a moniker that not only embodies "microbial" but also serves as a direct reference to the distinctive ecological engineering process. In crafting our logo, we opted for a custom logotype, utilizing PP Telegraf as a foundational typeface and incorporating a brand symbol in lieu of the lowercase "o." The symbol comprises a symmetrical array of
diminishing oblong shapes, reminiscent of the way light refracts on the surface of water.
PureWave's brand identity project embarked on a mission to convey a distinct sense of professionalism and polish while maintaining an essential touch of approachability. Striking this balance was paramount in ensuring that the brand resonated effectively with its intended audience. To achieve this delicate equilibrium, we turned to Pangram Pangram's Mori typeface, a versatile typographic choice that encapsulates the friendly yet functional tonal quality required.
In our approach to the typographic system, we placed a strong emphasis on structure and simplicity. This involved harnessing the Mori typeface in just two carefully selected weights, adhering to a meticulous hierarchy that facilitated effective communication. By embracing this streamlined approach, we aimed to convey clarity and consistency in all brand communications, reinforcing the brand's identity with every typographic element.
Mori, with its balanced characteristics, serves as a pivotal element in PureWave's visual identity, harmoniously complementing the overarching design concept. Its ability to convey professionalism without sacrificing approachability aligns perfectly with the brand's aspirations.
Through a thoughtful fusion of design elements and typographic choices, PureWave's brand identity emerges as a compelling representation of professionalism and approachability. It stands as a testament to the careful
balance struck between conveying a sense of polish and maintaining a welcoming and relatable persona.
By seamlessly intertwining images of flourishing wetland ecosystems with contemporary architectural spaces, the selected photographic direction for PureWave serves a dual purpose: it evokes profound emotional resonance within the target audiences and establishes fresh connections with the tangible facets of wastewater engineering.
In our unwavering pursuit of consistency and coherence throughout PureWave's visual identity, we painstakingly developed comprehensive guidelines. These guidelines extend clear and precise instructions for the optimal incorporation of imagery while also imparting valuable editing insights. By arming the entire PureWave team with these guidelines, we empower them to maximize the impact of on-site photography, thus reinforcing the brand's visual narrative.
In an effort to enrich the brand's photographic repertoire, we harnessed the innovative outpainting feature of DALLE-2. This state-of-the-art tool facilitated the creation of intricate macro images of algae microbes, subsequently refined to perfection using Adobe Photoshop. This creative approach not only amplifies the brand's visual assets but also underscores its unwavering commitment to innovation and excellence within the realm of wastewater engineering.
