Trusting our vision. Empowering our state.
Flow Water Advocates
Flow Water Advocates is Michigan’s voice for water justice, an organization grounded in deep research, policy activism, and community engagement.
They protect the Great Lakes basin and defend our right to clean, safe water.
Our mission?
To build a brand as powerful as their purpose.
“Through stakeholder interviews, we learned that Flow is known for its collaborative spirit and ability to make complex legal topics approachable. At its core, Flow believes that safeguarding the water of the Great Lakes Basin is a shared duty. We wanted to design a brand that reflects those values, one that is clear, inclusive, and empowers everyone to engage in water advocacy.”
Karlie Belt, Account Executive
We became a unified partnership. Gathering insights from their team. Working to amplify their impact. Creating a new name to better reflect their identity.
“The entire project ran smoothly and efficiently thanks to thoughtful meetings, mutual trust, and a collective willingness to explore new ground.”
Lina Brda, Project Manager
The new brand revolved around the “public trust.” It’s a doctrine that states we all have a responsibility to safeguard the public waters of our state.
“Defining the public trust was essential to our message. It’s a powerful concept that energizes the Flow team — and it energized us, too.”
Charlie Kamper, Senior Copywriter
“Trust in the water” became a call to action.
And a reflection of Flow’s vision.
A Great Lakes region where community members can safely enjoy all forms of water — groundwater, drinking water, and more.
Through a fresh visual approach, we wove together strategy and heart. Policy and people.
Research and real life.
“Designing for a cause as vital as clean water challenged us to find a balance between beauty and urgency. What emerged was a brand that feels both grounded in nature and driven by its purpose.”
Katie Smith, Designer
The result? A bold, inclusive brand that empowers every Michigander. Clear. Confident. Committed to justice.
And inspiring anyone who advocates for our water.
