Donovan WaterWorks, a woman-owned and -operated plumbing company in Baltimore, needed a compelling brand identity that truly represented their values and ambitions. They weren’t sure where to start, so we were given full creative freedom to define their visual direction.
We began by discussing goals, priorities, and values with the founders, then conducted extensive market research to create a report showcasing top industry competitors. Using these insights, we developed a brand document identifying the “Caregiver” archetype and created a mood board to guide the overall aesthetic.
From there, we explored dozens of logo ideas, starting with hand-drawn sketches and refining the strongest concepts in Adobe Illustrator.
Working closely with the founders, we selected a favorite and built out alternative logo formats, including a primary logo, logomark, and stacked version.
Next, we expanded the identity with a full color palette, typography selections, and custom graphic elements such as a “pipe wave” pattern and modular pipes.
All of these components were compiled into a concise, three-page brand guide that Donovan WaterWorks has continued to use for years—serving as the basis for countless projects.
The final 3-page Donovan WaterWorks Brand Identity Guide, above, may be downloaded here.
Shortly after finalizing the brand identity, we applied it to a trifold membership brochure, demonstrating how these visual elements could seamlessly translate into print collateral.
Today, the Donovan WaterWorks brand identity remains a strong foundation for the company’s ongoing growth and community impact.