Aligning multiple stakeholders around one mission
Client
Industrial Microbes
Image credit
Industrial Microbes
3RWater’s mission is to build water security and resiliency through technology and community.
With over 70% of rainfall originating from private properties in urban areas, engaging property owners is critical for water management. They need education and partnerships with local municipalities, water agencies, utilities, and NGOs.
Challenge
The primary challenge for 3RWater was to develop a messaging and a compelling value proposition that would resonate with various public and private stakeholders. This involved crafting tailored narratives for each group, making the critical nature of the situation apparent without sounding catastrophic, and encouraging citizen involvement by emphasizing the tangible benefits of water conservation.
Additionally, we wanted to share the inspiring journey of 3RWater’s founder, Lauren Roth Venu, and forge a deeper human connection.
An essential part of this strategy was refreshing the brand and enhancing the website to serve as a dynamic tool for education and engagement.
Initiative
We started with a fundamental insight: modern city infrastructures were not designed for current population levels or the increased frequency of intense rainfall, leading to urban flooding and water pollution.
But we also knew features and technology don’t change behaviors, this is why we dedicated time during our series of workshops to uncover the motivations and emotions of our audience. From this point we looked into the use cases, mapping their goals and motivations.
This paved the way for introducing our technology—'Follow The Drop.' Our green infrastructure planning and management application was presented in a clear, user-friendly manner, detailing each step, and removing any potential friction to adoption.
Lauren Roth Venu, Founder and CEO, 3Rwater
“Veronique has been instrumental in transforming our vision into a compelling narrative that resonates with all our stakeholders. Her expertise in tailoring our message for each audience segment has enhanced our brand relevance and significantly helped with communicating our larger purpose. Thanks to her guidance, 'Follow The Drop' isn't communicated as just another tool—it's part of a larger, transformative conversation about sustainable water use in urban environments.”
Impact
These efforts culminated with the launch of a revamped website in early 2024. This site effectively communicates a clear and engaging value proposition tailored to each stakeholder.
Lauren Roth Venu's origin story is prominently featured, enhancing the mission-driven narrative of the brand. The new site adopts a human-centric visual identity, positioning technology as a facilitator within a broader vision.
By promoting regenerative practices and the restoration and monitoring of urban water cycles, the website articulates a holistic and collaborative approach. It emphasizes the impact and involvement of citizens across generations, nurturing an emotional connection to the vision and anticipated outcomes of the initiative.
Now 3RWater is opening to a new area of growth, bringing together public and private stakeholders, all motivated by the mission to secure and sustain urban water resources.