Logo concepting and cross-platform rebranding
The Santa Clara Valley Water District is a nationally recognized water resources management agency that provides safe, clean water for Silicon Valley. I was one of the lead designers who helped drive the in-house rebranding efforts to update the 40-year-old logo. The design team consisted of myself, two art directors, and two interns. We worked with Nichols Research, a marketing research firm, to organize internal and external focus groups. I helped to facilitate some of the focus groups, and summarized the quantitative data to make design decisions. After four months of reviews and revisions, the new logo and identity (Valley Water) was officially released on Feb 2019. The top of the drop evokes the valley’s mountain peaks; the swoosh in the middle represents the local streams; the blue at the bottom symbolizes the groundwater.
The implementation of the vehicle signage was tested and approved on November 2019. Before my contract ended in April 2020, I completed rebranding the logo, styleguide, company stationary (business cards, letterhead, envelopes), email signature, and various templates for internal publications and merchandise. I was also heavily involved with preliminary data gathering for internal campus signage and vehicle signage. Valley Water is still in progress of implementing the new logo on internal and external platforms, and is estimating 3-5 years before completion.