Culligan Branding

Stepping into the global spotlight.

Culligan International is a United States based global water treatment company with a network of dealers and direct operations in 90 countries. After acquiring over 150 companies, the industry leader was struggling with an identity crisis. In this new stage of growth, the company needed to show up consistently worldwide.

Our initial hurdle was to reimagine and consolidate the new identity for the Culligan Brand. To propel the Culligan brand into the future, we set forth distinct Design Objectives:

1. Modernize the brand and develop a top tier design language.

2. Connect with the power of storytelling.

3. Exhibit industry leadership through scientific innovation.

4. Ensure simplicity for users with limited experience or oversight.

Guided by these objectives, our design approach harmoniously weaved together these elements to form a cohesive and forward-looking brand identity.

Agency | AKQA

Deliverables | Design Lead, Branding, Identity development, Design Language, Iconography, Logo, Illustration

Rather than producing conventional PDF brand guidelines, we developed a Visual Identity system using an online guidelines tool. This innovative digital solution enabled us to provide universally accessible brand guidelines, facilitating effortless and consistent brand management.

We crafted a contemporary new logo to refresh the Culligan brand.

Faced with unavailable product photoshoots, our team used 3D renders and illustrations to create compelling product shots for Culligan Products, offering creative freedom and dynamic visuals that match the brand's identity. My role included crafting scientific illustrations and art directing the 3D renders to effectively communicate the water filtration mechanism.

Future of Culligan: Culligan's genuine love for our brand efforts has opened up new doors, leading to successful collaborations on additional projects such as the corporate website, manifesto film, product photoshoot and e-commerce site. This newfound collaboration speaks to the resonance of our creative output with Culligan's vision.