Client: End Water Poverty
Year: 2025
Role: Brand design and communications
Visual identity for a global coalition advancing the human rights to water and sanitation.
End Water Poverty brings together 170+ civil-society organisations across 90 countries. I created a new visual identity and guidelines to give the coalition a clearer, more consistent presence across member communications, campaigns, digital content and publications.
Built around a flexible core mark, responsive variants, colour and application rules, the system is designed to connect many voices through one recognisable identity.
Evolving a global advocacy identity around water, rights and collective action.
A family of primary and secondary marks was developed to allow the identity to adapt across print, digital, photography and film. Monochrome versions provide greater flexibility over imagery, while a simplified hand-and-water symbol creates a recognisable shorthand for social media and smaller digital applications.
Rather than treating the logo as a fixed signature, the new system allows its core visual language to move between institutional communications and more expressive campaigning.
At the centre of the identity is a simple visual relationship: a hand above water.
The hand represents collective action, rights and people power; the fluid form beneath it represents water.
Identity in action
Water-inspired lines, droplets, bold typography and documentary photography extend the mark into a broader campaign language, creating a system that can communicate everything from grassroots action to global advocacy.
The system carries into stationery, digital assets and campaign materials, giving coalition members a consistent identity for their own actions.
A visual language for change
Designed for coalition members to use across publications, events, policy reports and advocacy materials, the identity creates a consistent visual thread through locally led and global communications.
From Latin America and South Africa to Asia and the Middle East, it connects water-rights action with wider conversations on debt justice, inequality and public accountability.