Lots of moving parts
We’re the driest continent on Earth (after Antarctica) so every drop of water counts. Sydney business Watersave has been helping Australia save water through smart metering and waterless technology for fifteen years. Their business has since grown to become ‘utilities software for the smart business’ managing gas and electricity as well as water. It’s surprising how easy it is for business to do good through some smarts and monitoring of operations. As a group of gadget geeks we were immediately interested.
When Pretty Neat were engaged ‘Watersave’ was no longer communicating what they needed to as a brand. Through some good planning, Watersave had secured a number of business and product brands over the years (including ‘SUMS’). However different customers knew the team as different brands, depending on their needs and history with the business. A unifying brand architecture and communications framework was needed. Together we needed to uncover who they were and how they should communicate their offering to diverse and complex customer groups in 2017.
Finding the truth
A simple starting point for finding your best offer is to ‘map’ your customer against your product or service and find the most obvious, interesting or compelling fit between the two. A Pretty Neat project team worked for six days to uncover and document both the services and customers in detail.
Interviews, observation and data from surveys and site interactions gave us a strong read on how the SUMS software helped business at many levels. From city councils to suburban sports clubs the benefits of a near real-time view into water, gas and electricity usage were many-fold.
This neat ‘fit’ became our launchpad for new ways to express the brand and place SUMS at the centre of their business. From developing single value propositions for customer segments and user types we elevated a single, hero idea that worked well for all segments and all users.
We know who we are, we think!
Within a group of companies the Watersave team had identified the business idea and name they felt suited them best. ‘SUMS’ was the name of a new product feature connected to the water loggers distributed around the nation. For them it was their future though and a shift from building infrastructure and alarms to business consulting and environmental advocacy.
SUMS to this point was a central dash for all monitoring data across the customer utilities network. Picture a Google Home or Amazon Alexa without the slick design and over a massive network. It’s pretty exciting. We saw there were many ways this could be brought to life as the master brand: Smart and intuitive, a humble companion to your workday – even a colleague in a chip. From an extended workshop in agency and discussion with Paul and the team we chose a territory that explained complex B2B systems simply and with a flexible language that anyone could work with. ‘The maths of good business’ was the brand idea we added to the existing product name.
It all adds up
A refresh of the SUMS brand, new website and toolbox for communicating the nuts and bolts of SUMS was the output of a month-long project across two states. The team at SUMS couldn’t be more pleased with their new identity and clarity with a full calendar of events and marketing activity rolling out across the second half of 2017.