Lifewater International is a non-profit water development organization dedicated to effectively and sustainably serving the world’s rural poor through integrated water, sanitation, and hygiene programs. The organization, which has been around for over 35 years, came to Rule29 for a refresh of their brand, hoping to appeal to new generations and distinguish themselves even more in the non-profit sphere. With that in mind, Rule29 set out to develop a contemporary look that would demonstrate the professionalism and integrity of Lifewater, while also engaging interested audiences with powerful imagery and sleek design.

Rule29 started with an in-depth analysis of the goals and vision of Lifewater, understanding the unique perspective and incredible passion of the team. Then they considered the challenges of gaining support as a non-profit in the quickly changing landscape of social activism, even traveling to Africa to see the work being done first-hand. This helped the designers at Rule29 create assets that communicated the vision of the organization in a way that appeals to a wide range of interests.