Branding
BlueEdge
Helping reposition Badger Meter from a traditional water meter manufacturer to a broader smart water technology company without walking away from the equity of the established brand.
Year :
2022
Industry :
Water Technology
Company :
Badger Meter
Role :
Brand Strategy, Creative Direction & Launch Lead
Challenge :
Badger Meter had evolved far beyond its roots as a water meter manufacturer, with a growing portfolio of connected products, software, data, services, and expertise. But the market did not always recognize the full breadth of what the company had become.
At the same time, the existing Badger Meter brand was still strong, relevant, and carried significant equity within the industry. We didn’t want to replace it. The challenge was to create a technology-forward solutions identity that could shift perception, organize a growing portfolio under one umbrella, and establish a clear relationship between the new identity and the corporate brand.
Solution :
BlueEdge was created as a solutions brand within the broader Badger Meter brand architecture, giving the company a clearer way to organize and communicate its expanding portfolio while preserving the recognition and equity of the corporate identity.
The system brought products, software, services, and expertise together under one connected smart water story, while establishing distinct roles for BlueEdge and Badger Meter so the two brands could work together without competing visually or strategically.
My Contributions :
Brand strategy and internal project leadership
Agency collaboration and creative direction
Brand architecture and portfolio organization
Brand story and positioning development
Logo-direction evaluation and refinement
Typography, color, and visual-direction input
Brand usage and relationship guidance
Brand video creative direction and editing
Landing page visual design and creative assets
Cross-channel launch planning and rollout
Management of 150+ launch deliverables
40×50 ft trade show environment design
Interactive app/interface wireframe and design elements
Sales and customer-facing launch support
Approach :
Shaping the Direction
Working with SRH Agency and the internal Marcom team, I helped shape how BlueEdge should represent Badger Meter’s evolution into a broader smart water technology company. I contributed to brainstorming and refining the brand story, evaluating the logo direction, typography, color palette, solution-category visuals, and how the new identity should relate to the existing Badger Meter brand.
I also helped establish how and when each identity should be used so BlueEdge could feel distinct enough to communicate a new technology story without becoming disconnected from the company behind it.
Telling the Story
The launch needed more than a new visual identity. It needed a clear story that helped customers understand how Badger Meter’s products, technology, software, and expertise connected as a broader solutions portfolio.
I helped shape and refine that story across launch communications, including providing creative direction and editing support for the BlueEdge brand video.
Building for Scale
Once the direction was established, I led the internal rollout across more than 150 deliverables, helping translate BlueEdge consistently across brand guidelines, advertising, sales materials, presentations, email, digital content, video, events, and other customer touchpoints.
I also helped design and provide the visual direction and creative assets for the BlueEdge landing page, extending the new identity into a digital experience that introduced the broader solutions story.
Bringing the Brand to Life
The BlueEdge launch culminated in a 40×50 ft branded experience at AWWA ACE24. I designed the booth graphics and interactive app experience, translating the new brand into a physical environment where customers could explore the broader BlueEdge story.
The experience needed to do more than look cohesive. It had to help visitors understand how the solutions connected and give sales and customer-facing teams a clear visual framework for conversations about the company’s expanding capabilities.
Impact :
BlueEdge gave Badger Meter a clearer way to communicate the breadth of its growing technology and solutions portfolio without abandoning the equity of the corporate brand. The new identity created a shared story that could scale across digital, sales, marketing, and experiential touchpoints, ultimately supporting a 150+ deliverable launch and a major 40×50 ft industry experience.
More Projects
Branding
BlueEdge
Helping reposition Badger Meter from a traditional water meter manufacturer to a broader smart water technology company without walking away from the equity of the established brand.
Year :
2022
Industry :
Water Technology
Company :
Badger Meter
Role :
Brand Strategy, Creative Direction & Launch Lead
Challenge :
Badger Meter had evolved far beyond its roots as a water meter manufacturer, with a growing portfolio of connected products, software, data, services, and expertise. But the market did not always recognize the full breadth of what the company had become.
At the same time, the existing Badger Meter brand was still strong, relevant, and carried significant equity within the industry. We didn’t want to replace it. The challenge was to create a technology-forward solutions identity that could shift perception, organize a growing portfolio under one umbrella, and establish a clear relationship between the new identity and the corporate brand.
Solution :
BlueEdge was created as a solutions brand within the broader Badger Meter brand architecture, giving the company a clearer way to organize and communicate its expanding portfolio while preserving the recognition and equity of the corporate identity.
The system brought products, software, services, and expertise together under one connected smart water story, while establishing distinct roles for BlueEdge and Badger Meter so the two brands could work together without competing visually or strategically.
My Contributions :
Brand strategy and internal project leadership
Agency collaboration and creative direction
Brand architecture and portfolio organization
Brand story and positioning development
Logo-direction evaluation and refinement
Typography, color, and visual-direction input
Brand usage and relationship guidance
Brand video creative direction and editing
Landing page visual design and creative assets
Cross-channel launch planning and rollout
Management of 150+ launch deliverables
40×50 ft trade show environment design
Interactive app/interface wireframe and design elements
Sales and customer-facing launch support
Approach :
Shaping the Direction
Working with SRH Agency and the internal Marcom team, I helped shape how BlueEdge should represent Badger Meter’s evolution into a broader smart water technology company. I contributed to brainstorming and refining the brand story, evaluating the logo direction, typography, color palette, solution-category visuals, and how the new identity should relate to the existing Badger Meter brand.
I also helped establish how and when each identity should be used so BlueEdge could feel distinct enough to communicate a new technology story without becoming disconnected from the company behind it.
Telling the Story
The launch needed more than a new visual identity. It needed a clear story that helped customers understand how Badger Meter’s products, technology, software, and expertise connected as a broader solutions portfolio.
I helped shape and refine that story across launch communications, including providing creative direction and editing support for the BlueEdge brand video.
Building for Scale
Once the direction was established, I led the internal rollout across more than 150 deliverables, helping translate BlueEdge consistently across brand guidelines, advertising, sales materials, presentations, email, digital content, video, events, and other customer touchpoints.
I also helped design and provide the visual direction and creative assets for the BlueEdge landing page, extending the new identity into a digital experience that introduced the broader solutions story.
Bringing the Brand to Life
The BlueEdge launch culminated in a 40×50 ft branded experience at AWWA ACE24. I designed the booth graphics and interactive app experience, translating the new brand into a physical environment where customers could explore the broader BlueEdge story.
The experience needed to do more than look cohesive. It had to help visitors understand how the solutions connected and give sales and customer-facing teams a clear visual framework for conversations about the company’s expanding capabilities.
Impact :
BlueEdge gave Badger Meter a clearer way to communicate the breadth of its growing technology and solutions portfolio without abandoning the equity of the corporate brand. The new identity created a shared story that could scale across digital, sales, marketing, and experiential touchpoints, ultimately supporting a 150+ deliverable launch and a major 40×50 ft industry experience.
More Projects
Branding
BlueEdge
Helping reposition Badger Meter from a traditional water meter manufacturer to a broader smart water technology company without walking away from the equity of the established brand.
Year :
2022
Industry :
Water Technology
Company :
Badger Meter
Role :
Brand Strategy, Creative Direction & Launch Lead
Challenge :
Badger Meter had evolved far beyond its roots as a water meter manufacturer, with a growing portfolio of connected products, software, data, services, and expertise. But the market did not always recognize the full breadth of what the company had become.
At the same time, the existing Badger Meter brand was still strong, relevant, and carried significant equity within the industry. We didn’t want to replace it. The challenge was to create a technology-forward solutions identity that could shift perception, organize a growing portfolio under one umbrella, and establish a clear relationship between the new identity and the corporate brand.
Solution :
BlueEdge was created as a solutions brand within the broader Badger Meter brand architecture, giving the company a clearer way to organize and communicate its expanding portfolio while preserving the recognition and equity of the corporate identity.
The system brought products, software, services, and expertise together under one connected smart water story, while establishing distinct roles for BlueEdge and Badger Meter so the two brands could work together without competing visually or strategically.
My Contributions :
Brand strategy and internal project leadership
Agency collaboration and creative direction
Brand architecture and portfolio organization
Brand story and positioning development
Logo-direction evaluation and refinement
Typography, color, and visual-direction input
Brand usage and relationship guidance
Brand video creative direction and editing
Landing page visual design and creative assets
Cross-channel launch planning and rollout
Management of 150+ launch deliverables
40×50 ft trade show environment design
Interactive app/interface wireframe and design elements
Sales and customer-facing launch support
Approach :
Shaping the Direction
Working with SRH Agency and the internal Marcom team, I helped shape how BlueEdge should represent Badger Meter’s evolution into a broader smart water technology company. I contributed to brainstorming and refining the brand story, evaluating the logo direction, typography, color palette, solution-category visuals, and how the new identity should relate to the existing Badger Meter brand.
I also helped establish how and when each identity should be used so BlueEdge could feel distinct enough to communicate a new technology story without becoming disconnected from the company behind it.
Telling the Story
The launch needed more than a new visual identity. It needed a clear story that helped customers understand how Badger Meter’s products, technology, software, and expertise connected as a broader solutions portfolio.
I helped shape and refine that story across launch communications, including providing creative direction and editing support for the BlueEdge brand video.
Building for Scale
Once the direction was established, I led the internal rollout across more than 150 deliverables, helping translate BlueEdge consistently across brand guidelines, advertising, sales materials, presentations, email, digital content, video, events, and other customer touchpoints.
I also helped design and provide the visual direction and creative assets for the BlueEdge landing page, extending the new identity into a digital experience that introduced the broader solutions story.
Bringing the Brand to Life
The BlueEdge launch culminated in a 40×50 ft branded experience at AWWA ACE24. I designed the booth graphics and interactive app experience, translating the new brand into a physical environment where customers could explore the broader BlueEdge story.
The experience needed to do more than look cohesive. It had to help visitors understand how the solutions connected and give sales and customer-facing teams a clear visual framework for conversations about the company’s expanding capabilities.
Impact :
BlueEdge gave Badger Meter a clearer way to communicate the breadth of its growing technology and solutions portfolio without abandoning the equity of the corporate brand. The new identity created a shared story that could scale across digital, sales, marketing, and experiential touchpoints, ultimately supporting a 150+ deliverable launch and a major 40×50 ft industry experience.