As lead designer, I helped guide the full rebrand of Water Professionals International (WPI), a nonprofit that represents water and wastewater treatment professionals protecting public health and the environment. After more than 50 years under a legacy name, the organization needed a modern identity that could elevate its mission, resonate with future generations, and support global growth.

I led the creative, starting with a new logo: a water drop that symbolizes the transformation from wastewater (purple) to clean drinking water (blue), with green representing sustainability and environmental focus. Supporting brand elements featured fluid gradients, structured layouts, and a clean, modern typography system designed to convey movement, innovation, and professionalism.

To ensure long-term consistency and adoption, I developed a 75-page brand guidelines document outlining logo use, typography, color systems, applications, and brand extensions.

Results
• 50% average increase in brand perception across five key brand attributes
• 43% increase in agreement that the logo reflects WPI’s mission
• Recipient of ASAE’s 2023 Gold Circle Award for Rebranding