Charitable brand strategy

The Water Trust turned to Prophet brand consultancy to refine and strengthen its brand in the hope that it would better supplement its future initiatives.

The charity found that its positive attributes were accountability, transparency, empowerment and delivering measurable, lasting results, and it wanted to communicate these in its new identity.

The new logo and design express the The Water Trust’s purpose; delivering clean water and improved sanitation to impoverished regions. A single drop of water in the new logo doubles as both the ‘A’ in ‘Water’ and the ‘U’ in ‘Trust’, communicating water’s central role in the charity’s mission. The new visual identity prioritises simplicity and is therefore better suited to new technologies and locations than its convoluted predecessor.

The Water Trust currently does most of its work in East Africa and, to date, over 75,000 people have benefitted from its programmes. Prophet is working with The Water Trust as part of its CSR programme Prophet for Non-Profit. The initiative provides non-profit organizations and causes with strategic brand and marketing guidance.

Paul Schrimpf, associate partner at Prophet, says, “It’s always a special opportunity when we here at Prophet not only monetarily support a cause, but also improve an organization’s ability to be successful and generate an even greater impact over the long term.”