Cadiz
Rebrand
Recognition
Transform Awards, x2 (Gold, Silver)
Marcom Awards, x2 (Platinum)
Summit Creative Awards, x3 (Gold x2, Bronze)
Context
Cadiz had a bit of a reputation problem. Most people in California only thought of them as “that water project,” and thanks to some persistent, untrue rumors, it was tough for them to change the narrative. Mix in a few new acquisitions, fresh board members, and expanded services, and suddenly Cadiz was facing an identity crisis—they just couldn’t seem to sum up who they were or what made them valuable to their key audiences. That’s where strategic branding came in.
Solution
Our team guided Cadiz through a comprehensive process of brand positioning and development, strategically reshaping and reframing its identity to clarify and strengthen its story. We created a proactive narrative for Cadiz—positioning them as pioneers in sustainable clean water solutions. The revitalized brand empowered Cadiz to become a leader in its sector, demonstrating its commitment to providing reliable, affordable, clean water for all. By utilizing advanced technologies, exclusive assets, and a steadfast dedication to environmental stewardship, Cadiz’s new brand identity now clearly reflects its innovative spirit and long-term vision for a sustainable future.
Before
After
Visual Brand Expression
The visual brand solution features a new Cadiz symbol: a water droplet combined with a digital fingerprint pattern. This combination emphasizes providing technological water solutions for all. The visual motif of parallel lines depicts water fl
owing through repurposed pipelines. A subtle blue glow adds a sense of mystery, hinting at hidden water beneath a dry landscape. Lastly, a custom modern serif font adds a touch of tradition and seriousness, with letter terminals subtly shaped
like droplets. Together, these visual elements create a unified identity that presents Cadiz as an innovative, sustainable, and expert in water solutions.
Brand Implementation
Below are just a few of the projects created for Cadiz over the past 6 SOWs and 2+ years.
Reuse / Repurpose
The following assets exemplify how the vision of reducing environmental impact through the repurposing of existing materials and infrastructure was extended through strategic design.
Business cards, made from 100% repurposed PET. (The recycled plastic used to manufacture most commercial water bottles and packaging.)
Signage for Cadiz “Ranch” campus, located in the Mojave Desert. Made from remnants of repurposed natural gas pipeline.