01
Everyday or infrastructure?
Compare engagement with home scenes and with images of the network and crews.
All concepts
UNDRA
A water utility that shows the work behind the tap.
A bright, friendly identity for a water utility: ultramarine, aqua and coral rings around everyday moments and the people who keep the water flowing.
01THE PROPOSED CONTEXT
Water. Part of every day.
- For whom
- Households and local businesses who rely on water every day and want clear information about the service.
- The proposed objective
- Make the utility feel close and transparent, and lead people toward account services and service updates.
INDEPENDENT CONCEPTThese are demonstration concepts for fictional brands, not campaigns created for clients. They explore simple creative ideas, messages and promotional formats adapted to different industries and platforms. The visuals were generated with AI under the creative direction of the NOT MORE. team.
THE CENTRAL IDEA
“Water. Part of every day.” connects a glass of water with the network behind it. The concentric circles spread like ripples, from the kitchen sink to the reservoir.
THE VISUAL REASONING
Ultramarine, aqua, pale blue and coral. A rounded geometric wordmark with a dot inside the U, a friendly modern sans and bright editorial photography of homes, crews and landscapes make a public service feel human.
#124B9A#42B5CF#EF8060
02ONE IDEA, DIFFERENT CONTEXTS
The message adapts to where it appears.
Four key visuals present a glass of water, a family kitchen, an engineer and a reservoir. Ads alternate everyday care, crews and the account app, and a billboard, service mail, a service van, a customer reception and site barriers show the brand in daily operation.
ANOTHER DIRECTION WITHIN THE SAME WORLD
The landscape
“Connected by water.” steps back to the reservoir and the landscape that supply the city.
03AFTER THE FIRST ENCOUNTER
Interest needs a next step.
The website mockups present the customer account, services and support, and lead to clear information pages. A real utility would need to confirm service information, tariffs and safety notices; no figures or water quality claims are shown.
04INSIDE THE CONCEPT
One challenge. Different visual answers.
These explorations show how tone, message and composition can change. A creative direction proposes a point of view; an adaptation takes it into another placement. Compare the options and notice what stays recognizable from one material to another.
CREATIVE EXPLORATION
Concentric circles
“Water. Part of every day.” frames kitchens, crews and reservoirs with circles that spread like ripples.
39 visuals in this direction
View the applicationsEvery material, by role.
Distinct compositions and placement variants are collected here. Identical copies and equivalent exports are grouped as one visual.
Guide: what does each format do?Direction
Material type
41 / 41 visuals
Key visuals 001
Key visual 1
Concentric circles
1536 × 1024 px
Key visuals 002
Key visual 2
Concentric circles
1122 × 1402 px
Key visuals 003
Key visual 3
Concentric circles
1536 × 1024 px
Digital ads / PPC 004
Feed ad 1
Concentric circles
1122 × 1402 px
Digital ads / PPC 005
Feed ad 2
Concentric circles
1122 × 1402 px
Digital ads / PPC 006
Feed ad 3
Concentric circles
1536 × 1024 px
Digital ads / PPC 007
Digital ad 1
Concentric circles
1734 × 907 px
Digital ads / PPC 008
Digital ad 2
Concentric circles
1254 × 1254 px
Digital ads / PPC 009
Digital ad 3
Concentric circles
1122 × 1402 px
Digital ads / PPC 010
Digital ad 4
Concentric circles
2172 × 724 px
Digital ads / PPC 011
Digital ad 5
Concentric circles
941 × 1672 px
Social media 012
Instagram post 1
Concentric circles
1254 × 1254 px
PLEASE NOTEVertical visuals for Reels, TikTok and Shorts are static covers. Websites are mockups. Boards and mockups may contain illustrative examples; they are not measured results, manufactured products or print-ready files.
05WHAT WE WOULD TEST
From creative direction to questions we can test.
02
Account adoption
Track whether service content leads people to create or use an online account.
03
Clear updates
Check whether service update formats are understood quickly on mobile.
HYPOTHESESThese are evaluation hypotheses for a real implementation. The concept has no measured commercial results.
NOT MORE. / THE NEXT STEP
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