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Refill is a water conservation and drought awareness campaign that focuses on information accessibility and reader engagement. The mission of this campaign is to educate people of the importance of water conservation and inform them of ways to conserve water. Moreover, the campaign aims to summarize the science of a drought and make it easy for everyone to understand. Taglines such as “Every Drop Counts” and “Blue Is The New Green” are incorporated within all branding elements and serve as the primary vehicle for the campaign.
A logotype and a simple branding system were developed in order for all elements to share a cohesive style. The logotype is inspired by the elegance of transitional fonts and the purity of the water drop. The final mark is designed to take advantage of typographic ligatures in order to make a subtle reference back to water.
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The name Refill was conceived from the idea of water reservoirs and refilling them to healthy levels. It ultimately developed into a much larger campaign, but the overarching theme of water conservation has been, for the most part, unchanged. All of the facts and statistics were gathered from various sources across the Internet.
