Northumbrian Water

Goodness Filters Down

We partnered with Northumbrian Water to create a leading communications campaign to identify best practice water management for a better planet. The campaign had to be effective and compelling and reach the farming community across the North and South of the UK. 

Northumbrian Water required a creative agency to provide branding and communications for a new campaign to engage and inform the agriculture industry. They needed a campaign that reached a diverse audience through accessible language and visual communications. 

What we did: audience insight, brand strategy, brand identity, messaging and communications, brand identity, art direction, print and digital elements 

Sail’s approach to this challenge was guided through creative and divergent thinking to bring the campaign to life. Our concept story was ‘Goodness Filters Down’ because ‘Water should work for Everyone’. The narrative and language was rooted in action and tapping into the emotion of decisions around water. We worked with local photographer Jo Coates to gather images of the agriculture industry that were authentic and relatable. Every decision made around design was rooted in warmth, to make sure the campaign connected to the audience, and communicated the message with clarity.


Sail Creative has worked with NWG on the creative for the Catchment team, creating a range of materials to be used for a national campaign. They identified our company requirements, understood the brief and created strong visuals and a solid brand identity. They were comfortable working within our brand guidelines and house styles and reflected the brand within their creative work. They were quick to understand the subject matter and the final content was in the appropriate style and tone. The team at Sail Creative were helpful and flexible, available to sometimes attend to matters at short notice. Overall, we are delighted with the suite of materials that their creative team has created.


Sandra Tang, Marketing Communications Executive, Northumbrian Water

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