Establishing an innovation start-up brand

The brief

Aqua21 approached us to create a new brand for its disruptive technology which treats water and measures its biocidal properties. It not only required a logo design and branding assets, but messaging for various market sectors and the positioning and collateral for further funding for R&D and ultimately production, be it grant applications or venture capital investment.

The strategy

Aqua21’s potential is enormous and ground-breaking for many industries including water supply and treatment, healthcare, agriculture and disaster recovery. The innovation is in how ozone is used far more effectively than in previous methodologies, alongside sensoring technology which can identify minute traces of contaminates. Our logo design had to reflect the idea of precision in the offer, with the overall identity conveying proven development, gravitas, forward-thinking tech and trust. The visual brand makes use of classic symbolism, modern font lines and a simple colour palette to convey a feel of purity and efficiency. We built a website which clearly explains how it all works and the benefits of the technology for potential sectors and developed videos to demonstrate this exciting innovation and work with Imperial College London. We needed a multi-pronged approach to messaging as this technology is relevant to consumers and industry; on a small scale and on a large scale; for all kinds of territories and applications – so funding round comms had to be consistent yet relevant to different stakeholders.