Freeman Christie treats water cycle

A trio of major environmental bodies is gearing up to launch a national initiative to promote a better understanding of Britain’s water supply.

Design consultancy Freeman Christie has been appointed to a three-year contract with the initiative, following a six-way pitch held in April. It will be tasked with developing all of the collateral for the five-figure design project, which will be jointly managed by the Environment Agency, the Scotland Northern Ireland Forum for Environmental Research and the Geological Survey of Northern Ireland.

The campaign will focus on a website designed by Freeman Christie. This will explain how water travels underground using a series of images as pictured above. It will hold the UK’s first extensive archive of images on this subject matter and aims to promote terms outlined in the European Water Framework Directive. This legislation seeks to promote sustainable water use, reduce water pollution, limit the effects of floods and draughts and enhance water-based ecosystems and wetlands.

Freeman Christie will map out a long-term visual brand communication strategy for the website and is creating a sub-brand identity for the product. The domain will have a scientific focus, but there is scope to develop a more consumer-friendly site, says James Freeman-Gray, partner at Freeman Christie. An autumn launch is planned, says Steve Fletcher, water science manager at the Environment Agency.

‘The idea is that people will be able to access these images, which explain how water travels underground. It will outline the groundwater parts of the Water Framework Directive,’ he adds. ‘Not enough people are aware of the issues faced regarding how the water gets to their taps,’ explains Freeman-Gray.

The South East is experiencing one of the worst water shortages in 30 years. The introduction of widespread metering is being considered by Environment Secretary David Miliband.

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