SA Water

Redefining the SA Water brand

SA Water places customers at the heart of its new brand positioning: Together


When SA Water embarked on a brand recalibration, it set out to resolve some very specific challenges around brand architecture, but more importantly, to rediscover its brand values and true purpose.

As well as needing to create a system for more consistent use of the brand, its messaging and imagery, FULLER was charged with framing the underlying brand strategy to enable SA Water to best represent what it stands for at its core.

rebrand rollout


FULLER worked in partnership with SA Water to analyse internal and external perceptions of the brand, to determine what would resonate with staff, customers and the broader South Australian community.

This process revealed that the customer was at the heart of everything SA Water does and that the state’s water future was in the hands of everyone, together.

Therefore, the brand positioning “Together” was born.

Following the brand strategy, FULLER has created:

  • Brand style guide
  • Brand messaging
  • Visual language
  • Brand hierarchy
  • New photography
  • New campaign materials


design sawater


The message of Together will be reflected in external communication materials through creative execution including a new photography directed by FULLER that features key water users working together with SA Water.

Internally the new positioning will be used to improve engagement and grow brand ambassadorship.


Photos include a selection of the Together campaign collateral along with a photo from the Zoo shoot.

branding adelaide zoo