About
Water Ambassadors Canada is a non-profit organization dedicated to bringing clean, safe drinking water to communities in developing countries. Driven by the belief that access to clean water is a basic human right, they mobilize volunteers worldwide to build water pumps, provide filtration solutions, and educate communities on water sanitation—helping to combat one of the leading causes of preventable disease and death around the globe.
Challenges
Water Ambassadors Canada faced challenges in volunteer outreach, as their messaging primarily resonated with Christian audiences, leading to a decline in volunteer numbers. To address this, Treefrog worked to refocus their brand identity and messaging, making it more inclusive and accessible to a broader, secular audience.
By refining their visual identity, language, and outreach strategy, the goal was to increase awareness and attract diverse volunteers who share a passion for providing clean water solutions worldwide, regardless of background or faith.
Project Details
Industry:
- Not-For-Profit
Markets:
- Charity, Christian Faith
Website:
Services:
- Brand Strategy / Positioning
- Creative Blueprint
- Logo Sting
- Social Collateral
- Print Collateral
- Custom Illustration
- UX/UI New Page Designs
- Web Development
- Promotional Items
Making Waves In Not-For-Profit
Even non-profits must embrace the idea of being a brand, and this was the biggest transformation for Water Ambassadors Canada. We guided them through a deeper exploration of their identity, helping them understand who they are, who they attract, and how their visual language can evolve to reach a broader audience.
By shifting their perspective on branding, we helped them create a more flexible, inclusive, and future-ready identity—one that resonates with a wider range of volunteers, donors, and advocates, while staying true to their core mission.
Water Ambassadors Canada’s newsletter and logo were traditionally geared toward an older, faith-based demographic, limiting their outreach potential. Our Brand Strategist developed a strategy to reposition the organization, shifting its messaging and visual identity to appeal to a broader, more diverse audience.
By refining their branding, communication style, and outreach approach, we helped them expand their impact, making their mission more inclusive and accessible to volunteers and supporters from all backgrounds.
Creative Blueprint Development
Before designing a new logo, we first explored the emotional connection and core motivations behind Water Ambassadors Canada’s mission. Through a Creative Blueprint workshop, we uncovered key insights into how their brand could visually and emotionally connect with donors, volunteers, and communities in need.
By leveraging photography, color theory, and storytelling, we developed a more impactful and distinctive identity. This process led to a stronger logo mark, greater differentiation in the non-profit space, and a visual language that better reflects their mission of providing clean water worldwide.
Brand Standards Guide
Water Ambassadors Canada benefitted from a complete Brand Standards Guide, detailing all the aspects of their organization’s Brand Transformation. Additional Sub-Branding elements were provided and built upon the existing Brand Standards.
Sub Branding - Event Logo Development
Special Events (Sub-Branding) brought identity challenges to the forefront for Water Ambassadors Canada. They required promotional materials and logos to announce and support these events. Treefrog devised a system of sub-branding that could focus on these fundraising events, while still maintaining the connection back to the parent Brand.
Custom Illustration Work
Every year, WORLD WATER DAY is held to draw attention to the crisis of clean water in developing countries. We created custom illustrations of each of the landmarks in Canada that were lit up in blue light – to signify awareness and support of this cause.
Website Updates
Water Ambassadors Canada needed a website that not only reflected their new brand identity but also engaged supporters, streamlined navigation, and reinforced their mission. Our team developed a custom website designed to elevate their digital presence and enhance their outreach efforts.
Key improvements included:
• Clear Service & Mission Advocacy – Showcasing their initiatives and impact in a compelling, easy-to-digest format.
• Optimized User Experience – Simplifying navigation to help volunteers, donors, and supporters find key information quickly.
• Enhanced Product Pages – Creating sub-pages, landing pages, and intuitive filtering for seamless browsing.
• Scalability & Future Growth – Building a flexible foundation to support ongoing updates and campaign expansion.
Impact
Our partnership with Water Ambassadors Canada helped them reshape their organization for long-term sustainability. Through strategic restructuring, branding, and web development, we enabled them to attract a significantly larger pool of volunteers, ensuring a steady influx of workers for their vital water drilling missions worldwide.
Beyond external growth, our work had a profound internal impact—boosting leadership’s confidence, vision, and ability to drive change. With a stronger brand, clearer messaging, and an optimized digital presence, Water Ambassadors Canada is now better positioned to make a lasting difference in global clean water initiatives.
Now, It’s Your Turn!
Reach out today to start your transformation.
