Visual identity system
A proposed visual rebranding lead to a complete pivot from business-to-business commerce, to a more natural direct-to-consumer situation. Both for its products that are meant for the daily lives of everyone, and its brand materials, meant to communicate the company's values.
Some customers have a preference about brand honesty and product transparency. Although Propur has nothing to hide, its technology is protected by a patent and cannot be over explained. It also cannot be under explained to the point that ambiguity about the brand's integrity.
Establish the Water Filter, separate from the Product, as its own content topic. Now, a stream of consistent content can be created to dismiss any ambiguity.
The new content pillar made way for content that explains the Filter's important patent, benefits of the Filter vs. competitors, and even a stream of UGC that churns out informative content for the company.
Customer service was greatly alleviated from inquiries about the filter ingredients, as well as general questions such as maintenance and replacement.
The marketplace has many new competitors emerging with sleeker products. Though their filtration technology is still inferior to Propur's, the power of brand content and product design can out-perform scientific data.
Make the brand a powerhouse of water news, both globally, nationally, and hyper locally. Topics include the Flint Water Crisis, updates on WHO water guidelines, and the state of water health in general including pollutants.
Provide content of real-world uses of the Filter to show, science is science.
Leverage the brand's location to use Michigan's fresh water element.
Propur became a voice to update followers who care about their health and environment while simultaneously becoming a brand who cares about the same things.
Content that showcased the filter's technology in a real world scenario became the hot topic for engagement rates.
With the patented technology being as transparent as possible to users at a glance, users now feel satisfied choosing Propur over the competitor with less required consumer research, as information needed is within the brand's content.