Completed a request for InfinityH2O, a home water filtration startup, to develop a brand personality and visual concept that stood out from competitors and connected with its target customers.
InfinityH2O provides residential customers with 24/7 access to purified drinking water through customized filtration systems installed in partnership with NELSEN. The primary target market was mid- to upper-socioeconomic households, with a focus on appealing to women within the household. Their main advantage was high value products with a low price point and its luxury service of providing equipment individualized for each home with filtration maintenance included.
To complete this task, competitor brands were researched and a unique brand aesthetic developed. Clear, educational messaging was key to building purchase consideration. Water quality and pollution articles as well as diagrams of equipment helped customers visualize filtration systems and understand the process.
Providing useful information helped educate customers and move them further down the sales funnel.
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The 'Brand Starter Kit':
1) Logo (with the use of AI & Adobe)
2) Brand color palette & Tagline, 'As Pure As It Gets!'
3) Collateral
4) Website (included with SEO, AEO + ADA optimizations)
InfinityH2O logo design created by Ingrid Miller - logo is of a water infinity splash and black text under
InfinityH2O logo designed by Ingrid with infinity water splash sign and brand characteristic colors
Examples of logo design process that were presented to the client for review
Brand collateral:
Flyers and door hangers. All assets created with their own brand color codes. For instance, Winnie the Pooh has his characteristic shade of yellow which requires a Hex# (digital) and Pantone (for print) codes to identify.
(Click below to enlarge)
Ingrid Miller's brand design by iMillerMedia of a water filtration startup door hanger. Views of the front and back
Ingrid Miller's brand design of a water filtration startup door hanger. Views of the front attached to a doorknob with an open room lifestyle scene.
Ingrid Miller's brand design of a water filtration startup postcard flyers with QR code. Lifestyle scene of the flyers front and back on a table with coffee.
Website:
- Designed from scratch and customized for SEO, AEO, and ADA compliance
- Included creation of all copy, diagrams, and selection of photography
- Customized for computer & mobile view
- Live website link: myinfinityh2o.com
(Click below to enlarge screenshots for more detail)
Homepage of myinfinityh20.com with infinity logo and tagline 'As Pure As It Gets!' with freshwater along the bottom. Designed by Ingrid Miller with imillermedia
designed by ingrid miller with imillermedia, myinfinityh20.com. pictured is home page screenshot featuring all the individual sections of the page
myinfinityh20.com - screenshot of the Services page where customer education and FAQ for SEO and AEO is present. Webpage designed by Ingrid Miller with iMillerMedia
myinfinityh20.com screenshot of the Sustainability Matters landing page used for customer education to build need for the client's products. page designed by Ingrid Miller with iMillerMedia and optimized for SEO, AEO, and ADA
Website's mobile version:
Mobile version required customization. Diagrams created for customer education.
INFINITYH2O.com mobile website - Home page design that is currently live and created from scratch; SEO, AEO, and ADA optimized.
imillermedia by ingrid miller -screenshot of myinfinityh2o.com mobile home page featuring the infinity water logo, copy, and CTA button to learn more with blue and black brand colors
imillermedia designed AI diagram for water filtration startup infinityh2o. diagram of water filtration equipment in garage or shed
imillermedia - ingrid miller designed diagram for water filtration startup with graphics of plastic bottles and the ocean about plastic usage and pollution
diagram designed for infinityh2O startup for customer education. diagram features human form with values about water
imillermedia - diagram designed of earth with percentages of drinkable versus freshwater
What did the design process look like? Here's the case study.
Problem:
City tap water is full of pollutants and people need clean water more than ever. The startup founder wanted to make clean water accessible to as many people as possible for a lower price than competitors and provide the highest quality NELSEN filtration equipment, customized for each home. The client wanted to provide high value products for a lower price and show that they offered 'luxury' customized filtration offerings specifically fit for each home.
The client wanted the design to be modern, sophisticated, credible and appeal to higher income women of the home. He also wanted the design to communicate that home water filtration should be 'a given' as part of home construction.
How it was solved:
Ingrid followed the steps - #1 Research competitors, #2 research target market preferences, #3 brainstorm designs, #4 present brand personality design to clients, #5 clients pick, #6 build, #7 review and revisions, and #8 launch live!
Brand design options were provided that reflected the credible, high value, and luxury (customized service) aspect of InfinityH2O and made aesthetically beautiful to appeal to women.
- Credibility - built through (1) clear / direct language, (2) images / graphics symbolic of lab testing, (3) clear/ direct page layout and navigation, and (4) educational articles to build need
- High value - built through (1) beautiful visuals and clean design, (2) modern brand feel to reflect the updated technology offered, (3) mention of NELSEN products, and (4) pricing section
- Luxury - built through (1) beautiful visuals and clean design to help customers think about this service almost like part of a home's architectural needs, and (2) copy regarding the customized services.
Result:
Client chose brand option #1 and loved it! This brand was used across all customer touch points from the website, posters, truck wraps, collateral, and shirts.
Brand presentation of startup website created by Ingrid Miller with iMillerMedia. Slide with screenshots of completed computer and mobile landing pages.
Client presentation of logo options by Ingrid Miller with iMillerMedia - Creative Director and Brand Strategist. Slide showing infinity signs made of water with logo text below
