Water Mission’s three creative principles are:
Create Movement | Have Focus | Be Real
These creative principles have been developed to connect with our audiences in a way that always feels like the organization. We use these principles across all of our communications, internal and external. But depending on the audience and the media we’re using, we can focus more on specific principles. Our creative principles are flexible, yet highly effective in achieving consistency.
As Water Mission representatives, we use these three creative principles to bring our brand to life, both visually and verbally.
Create Movement
We’re a community of millions in constant motion, ever-advancing to end the global water crisis. We can be found serving on the ground and influencing in halls of power, solving problems and making progress. We’re always moving—and so is our brand.
Visually, we...
Capture movement in fresh ways, such as alternative framings and angles or use of negative space.
Continually use the latest information, photography, and content.
Capture moments of exploration, endeavor, advancement, and discovery.
Make our audiences feel part of the journey by showing them progress—and change—in action.
Have Focus
Our organization is complex, with ever-growing goals and initiatives. It’s a lot to take in, even for us—much less for our audience. So instead of trying to show everything we do at once, we highlight what’s most meaningful and compelling in the present moment. This helps the right message shine through to the right people.
Visually, we...
Direct attention with the use of our "Water Builds" elements to point out what’s most important.
Use the brand blue as a highlight color, helping selected elements stand out. Never be ashamed of using our brand blue color.
Adjust the scale of images, zooming in to show the important details—or out, when the focus is on the bigger picture.
Keep our designs as clear and uncluttered as possible.
Be Real
We stay true to who we are and express ourselves honestly. Inspired by our faith, we follow and share our passion in every aspect of our work. We learn from our failures and celebrate our successes, honoring those who come alongside us and those we serve.
Visually, we...
Capture real moments on camera (not staged with actors).
Show real situations, balancing need, possibility and success.
Avoid visuals intended simply to create shock or pity.
Use imagery and illustrations that best reflect the communities we’re in and the work we do.
Keep photography post-production and retouching to a minimum.