Fish are in charge
Brand design and communication campaign for AI-powered solutions to maximize safety and reliability of public water transmission systems.
An omen is an event or happening that you take as sign of something to come. That’s what fish do: when they face irregularities in water they create unusual flow and waves as an alert.
A team of French, Singaporian and Taiwanese engineers, with experience in fish farming and water management, provides real time water quality control from irregularities like microorganism growth, nitrification and chemical contamination within the distribution systems.
The solution is based on deep and accurate understanding of fish sharp reaction and behaviors using AI and machine learning to offer warning systems—including its own custom software—that detect issues, pinpoint problem areas and give alert when necessary, saving time and money at cities management level.
The challenged expressed by public health departments from different cities was to deliver detailed and technical information in a friendly package that would invite cities to not only have a quick overview of the water quality in real-time but truly support them in presenting the relevance of the technology to citizens.
Naming, tagline and visual identity:
The agency started with a brand platform to progressively find out the new brand name. The technological solution studies the behavior of fish when expressing alertness while meeting whith irregularities in water. When fish are creating unusual flows and waves, something bad is happening. The agency took the idea of prediction: an omen is an event or happening that you take as sign of something to come.
Alerts and reports are based on data collected by the waves and the fish’s behaviors. Data are from the flow.
Water system is a serious issue. For more empathy we dediced to go back to the days of encyclopedia-usage, when we used to enjoy staring at the explanation, the drawings. Nature was so complexe and great in the same time. We were enjoying the wonder of life.
The visual identity is built on the idea of flow, data and encyclopedia all together.