Let's Change Normal

WaterAid wanted to engage with their audience in a more meaningful way so we introduced a simple, ownable hand gesture to inspire, motivate and get across their aims. The raised hand showing three fingers is a reminder of the three goals of clean water, decent toilets and good hygiene for everyone, everywhere by 2030. One WaterAid. Three goals.

The logo is a visual representation of the hand gesture and the letters ‘w’ and ‘a’ of WaterAid. It’s more than a graphic marque – it’s a human symbol that can act as a rallying cry and gesture of support.

As well as reminding us of WaterAid’s three goals, the hand gesture also forms a ‘W’ and echoes the widely used American sign language for water. It’s an image that everyone, across the world, can understand and a gesture that people of any age and any culture can join in with.


WaterAid wanted to inspire people to join them in their purpose of 'changing normal' to emphasise the three key goals of Clean Water, Decent Toilets and Good Hygiene. The concept of threes was developed, played out through a three clap pattern and three subsequent actions. Making use of WaterAid's vast image and film library we worked to convey the great work WaterAid do and to get people excited about what they can achieve by supporting them.

The film was screened at the Glastonbury Festival.

We designed a visual system that’s flexible for use across the wide range of different audiences. The simple block grid and vibrant colour palette allows WaterAid to create a consistent and recognisable visual style throughout all their global communications. It provides an easy-to-use platform to incorporate copy, imagery and icons within a clear visual hierarchy.

Since launch, the brand has been successfully applied to digital, social media, print, film and event material.