Campaigns
Smart Water Is
Evolved an established product-focused campaign into a modern, solutions-led platform built around four connected pillars, then extended it across advertising, digital, and a 40×50 ft trade show experience.
Year :
2022
Industry :
Water Technology
Company :
Badger Meter
Role :
Campaign Messaging & Design Lead
Challenge :
“Smart Water Is” was an established Badger Meter campaign, but its creative had become dated and the messaging still leaned heavily toward individual products. As the company’s offering expanded, we needed a clearer way to communicate how meters, connectivity, software, and customer-facing technology worked together as a complete smart water solution.
The challenge was to modernize the campaign and differentiate Badger Meter from competitors still marketing primarily at the product level, and reinforce the company’s strength in cellular-enabled technology.
Solution :
In collaboration with the Marcom team I helped evolved “Smart Water Is” into a more modern, solutions-focused campaign organized around four simplified pillars rooted in the original messaging: Intelligent Measurement, Reliable Communication, Actionable Data, and Customer Engagement.
Together, the pillars created a clearer story about how Badger Meter’s technologies connected, from capturing information in the field to communicating it, turning it into useful insight, and ultimately helping utilities engage with their own customers. The updated visual system paired this solutions-led messaging with cleaner layouts and bold typography that helped the campaign stand apart from more product-focused competitors.
My Contributions :
Campaign evolution and creative direction
Messaging development and four-pillar solutions framework
Campaign visual system and cross-channel design
Advertising concept, layout, and execution
“Available Now” concept and creative
40×50 ft trade show and environmental graphics
Kiosk app content and interface design
Video-wall storyboarding and creative direction
Vendor and production collaboration
Approach :
Evolving What Already Worked
The goal wasn’t to replace “Smart Water Is,” but to make it more relevant to where the business was headed. Working with the Marcom team, I led the messaging evolution while refreshing the visual language and shifting the emphasis from individual products toward the broader value of connected solutions.
Organizing the Solution Story
The four pillars gave the campaign a simple framework for explaining how the Badger Meter offering worked together while allowing each part of the solution to communicate its own value.
1. Intelligent Measurement
Meters
Capturing accurate information at the source.
2. Reliable Communication
Endpoints + Cellular Connectivity
Moving that information reliably from the field.
3. Actionable Data
Software + Dashboards
Turning data into information utilities can understand and act on.
4. Customer Engagement
Customer-Facing App
Helping utilities connect information back to the people they serve.
Finding the Competitive Opportunity
While many competitors were still leading with individual products, Smart Water Is shifted the conversation toward the outcomes an integrated solution could provide. That solutions-led positioning helped Badger Meter feel more modern and technology-focused while still allowing individual capabilities to shine when the market created an opportunity.
Available Now
When competitors were experiencing shipping delays, I helped develop “Smart Water Is: Available Now” to turn product availability into a timely competitive advantage. Rather than leading with specifications, the campaign spoke directly to an immediate customer concern: getting the product they needed without waiting.
Taking the Campaign Beyond the Page
The evolved campaign later became the visual foundation for Badger Meter’s first 40×50 ft industry trade show booth. I translated the four-pillar structure into a large-scale environment where dedicated kiosks, environmental graphics, sponsorships, and digital experiences helped visitors move through the broader smart water story.
The overarching “Smart Water Is: Badger Meter” message tied the experience together, giving sales teams a consistent framework for conversations while allowing visitors to explore individual solution areas in greater depth.
I also helped designed the kiosk app content and interface visuals and storyboarded the large-format video wall, collaborating with outside production partners to bring the campaign consistently into the interactive and motion experience.
Impact :
“Smart Water Is” evolved from a dated, product-led campaign into a flexible solutions platform that better reflected where Badger Meter was headed. The new structure made the portfolio easier to understand, supported a more technology-forward market position, and carried consistently across advertising, digital, and a 40×50 ft trade show experience.
More Projects
Campaigns
Smart Water Is
Evolved an established product-focused campaign into a modern, solutions-led platform built around four connected pillars, then extended it across advertising, digital, and a 40×50 ft trade show experience.
Year :
2022
Industry :
Water Technology
Company :
Badger Meter
Role :
Campaign Messaging & Design Lead
Challenge :
“Smart Water Is” was an established Badger Meter campaign, but its creative had become dated and the messaging still leaned heavily toward individual products. As the company’s offering expanded, we needed a clearer way to communicate how meters, connectivity, software, and customer-facing technology worked together as a complete smart water solution.
The challenge was to modernize the campaign and differentiate Badger Meter from competitors still marketing primarily at the product level, and reinforce the company’s strength in cellular-enabled technology.
Solution :
In collaboration with the Marcom team I helped evolved “Smart Water Is” into a more modern, solutions-focused campaign organized around four simplified pillars rooted in the original messaging: Intelligent Measurement, Reliable Communication, Actionable Data, and Customer Engagement.
Together, the pillars created a clearer story about how Badger Meter’s technologies connected, from capturing information in the field to communicating it, turning it into useful insight, and ultimately helping utilities engage with their own customers. The updated visual system paired this solutions-led messaging with cleaner layouts and bold typography that helped the campaign stand apart from more product-focused competitors.
My Contributions :
Campaign evolution and creative direction
Messaging development and four-pillar solutions framework
Campaign visual system and cross-channel design
Advertising concept, layout, and execution
“Available Now” concept and creative
40×50 ft trade show and environmental graphics
Kiosk app content and interface design
Video-wall storyboarding and creative direction
Vendor and production collaboration
Approach :
Evolving What Already Worked
The goal wasn’t to replace “Smart Water Is,” but to make it more relevant to where the business was headed. Working with the Marcom team, I led the messaging evolution while refreshing the visual language and shifting the emphasis from individual products toward the broader value of connected solutions.
Organizing the Solution Story
The four pillars gave the campaign a simple framework for explaining how the Badger Meter offering worked together while allowing each part of the solution to communicate its own value.
1. Intelligent Measurement
Meters
Capturing accurate information at the source.
2. Reliable Communication
Endpoints + Cellular Connectivity
Moving that information reliably from the field.
3. Actionable Data
Software + Dashboards
Turning data into information utilities can understand and act on.
4. Customer Engagement
Customer-Facing App
Helping utilities connect information back to the people they serve.
Finding the Competitive Opportunity
While many competitors were still leading with individual products, Smart Water Is shifted the conversation toward the outcomes an integrated solution could provide. That solutions-led positioning helped Badger Meter feel more modern and technology-focused while still allowing individual capabilities to shine when the market created an opportunity.
Available Now
When competitors were experiencing shipping delays, I helped develop “Smart Water Is: Available Now” to turn product availability into a timely competitive advantage. Rather than leading with specifications, the campaign spoke directly to an immediate customer concern: getting the product they needed without waiting.
Taking the Campaign Beyond the Page
The evolved campaign later became the visual foundation for Badger Meter’s first 40×50 ft industry trade show booth. I translated the four-pillar structure into a large-scale environment where dedicated kiosks, environmental graphics, sponsorships, and digital experiences helped visitors move through the broader smart water story.
The overarching “Smart Water Is: Badger Meter” message tied the experience together, giving sales teams a consistent framework for conversations while allowing visitors to explore individual solution areas in greater depth.
I also helped designed the kiosk app content and interface visuals and storyboarded the large-format video wall, collaborating with outside production partners to bring the campaign consistently into the interactive and motion experience.
Impact :
“Smart Water Is” evolved from a dated, product-led campaign into a flexible solutions platform that better reflected where Badger Meter was headed. The new structure made the portfolio easier to understand, supported a more technology-forward market position, and carried consistently across advertising, digital, and a 40×50 ft trade show experience.
More Projects
Campaigns
Smart Water Is
Evolved an established product-focused campaign into a modern, solutions-led platform built around four connected pillars, then extended it across advertising, digital, and a 40×50 ft trade show experience.
Year :
2022
Industry :
Water Technology
Company :
Badger Meter
Role :
Campaign Messaging & Design Lead
Challenge :
“Smart Water Is” was an established Badger Meter campaign, but its creative had become dated and the messaging still leaned heavily toward individual products. As the company’s offering expanded, we needed a clearer way to communicate how meters, connectivity, software, and customer-facing technology worked together as a complete smart water solution.
The challenge was to modernize the campaign and differentiate Badger Meter from competitors still marketing primarily at the product level, and reinforce the company’s strength in cellular-enabled technology.
Solution :
In collaboration with the Marcom team I helped evolved “Smart Water Is” into a more modern, solutions-focused campaign organized around four simplified pillars rooted in the original messaging: Intelligent Measurement, Reliable Communication, Actionable Data, and Customer Engagement.
Together, the pillars created a clearer story about how Badger Meter’s technologies connected, from capturing information in the field to communicating it, turning it into useful insight, and ultimately helping utilities engage with their own customers. The updated visual system paired this solutions-led messaging with cleaner layouts and bold typography that helped the campaign stand apart from more product-focused competitors.
My Contributions :
Campaign evolution and creative direction
Messaging development and four-pillar solutions framework
Campaign visual system and cross-channel design
Advertising concept, layout, and execution
“Available Now” concept and creative
40×50 ft trade show and environmental graphics
Kiosk app content and interface design
Video-wall storyboarding and creative direction
Vendor and production collaboration
Approach :
Evolving What Already Worked
The goal wasn’t to replace “Smart Water Is,” but to make it more relevant to where the business was headed. Working with the Marcom team, I led the messaging evolution while refreshing the visual language and shifting the emphasis from individual products toward the broader value of connected solutions.
Organizing the Solution Story
The four pillars gave the campaign a simple framework for explaining how the Badger Meter offering worked together while allowing each part of the solution to communicate its own value.
1. Intelligent Measurement
Meters
Capturing accurate information at the source.
2. Reliable Communication
Endpoints + Cellular Connectivity
Moving that information reliably from the field.
3. Actionable Data
Software + Dashboards
Turning data into information utilities can understand and act on.
4. Customer Engagement
Customer-Facing App
Helping utilities connect information back to the people they serve.
Finding the Competitive Opportunity
While many competitors were still leading with individual products, Smart Water Is shifted the conversation toward the outcomes an integrated solution could provide. That solutions-led positioning helped Badger Meter feel more modern and technology-focused while still allowing individual capabilities to shine when the market created an opportunity.
Available Now
When competitors were experiencing shipping delays, I helped develop “Smart Water Is: Available Now” to turn product availability into a timely competitive advantage. Rather than leading with specifications, the campaign spoke directly to an immediate customer concern: getting the product they needed without waiting.
Taking the Campaign Beyond the Page
The evolved campaign later became the visual foundation for Badger Meter’s first 40×50 ft industry trade show booth. I translated the four-pillar structure into a large-scale environment where dedicated kiosks, environmental graphics, sponsorships, and digital experiences helped visitors move through the broader smart water story.
The overarching “Smart Water Is: Badger Meter” message tied the experience together, giving sales teams a consistent framework for conversations while allowing visitors to explore individual solution areas in greater depth.
I also helped designed the kiosk app content and interface visuals and storyboarded the large-format video wall, collaborating with outside production partners to bring the campaign consistently into the interactive and motion experience.
Impact :
“Smart Water Is” evolved from a dated, product-led campaign into a flexible solutions platform that better reflected where Badger Meter was headed. The new structure made the portfolio easier to understand, supported a more technology-forward market position, and carried consistently across advertising, digital, and a 40×50 ft trade show experience.