Sanitary sewer Initiative
Creative Direction, Graphic Design
Branding, Marketing, Public Relations, Social Media
This project was designed as part of my employment with HDR.
The PROJECT
The Floyd’s Fork area of Louisville, KY is growing rapidly. An area abundant in natural beauty, it is important that this area be converted from septic systems to sewer lines in order to preserve the area’s environment in the long term. However, this transition has been met by heavy opposition from community groups who don’t want this growth to continue. In order to keep the conversion project moving forward, Louisville MSD needed a solution that would encourage the community to rally in support of this conversion project.
The STRATEGY
Since the organizations fighting the sewer conversion project were very aggressive in their opposition, the project needed an identity that felt like a grassroots initiative. The Sanitary Sewer Initiative underscores MSD’s dedication to environmental stewardship and encourages public opinion to pivot from opposition to support. By focusing on building trust through a brand voice that is nurturing, compassionate, and responsible, MSD will be able to gently guide the community towards supporting the sewer system.
