Terra Firma Rainwater Collective

Starting point

Terra Firma Rainwater Collective is solving challenges in urbanising cities where heavy monsoon rains cause severe flooding. Terra Firma is a non-profit, American-based organization.

The challenge has been to communicate Terra Firma’s work and impact clearly, as the effects are widespread and the solution has numerous positive multiplier effects.

Terra Firma’s uniqueness lies in a clever invention: a suspension hook that allows the gutters to be installed directly on the corrugated tin roof. The communication had previously concentrated on presenting an engineered, technically ingenious solution. Now the message was intended to reach a wider audience. The need was to tell the story in an engaging and professional way to potential donors: family businesses, foundations and individual donors, so that they would feel being a part of the solution.

Solutions

For Terra Firma, water is both a problem and a solution. The communication revolved around the root of the problem, namely the broken water cycle. In the target countries, the natural water cycle is interrupted when large areas of water-absorbing soil are covered by buildings. Terra Firma has a solution that enables a new and life-sustaining water cycle in an urbanising environment.

In our solution, Terra Firma’s visual identity and presentation materials were revamped to support the organisation’s activities and expertise. The sharpening of the visual identity, presentation materials and animated video tell the story concisely.

The story is wrapped around impact. The materials tell not only the story of the problem and the solution, but also the broad chain of positive impacts that, when understood, gives new meaning to supporting Terra Firma’s work and makes donors want to be part of the solution.

THE STORY WAS ALSO ENCAPSULATED IN TERRA FIRMAS’S BRAND IMAGE

The company’s long name was aligned on three lines in the logo, giving each word that describes the company’s work a meaningful emphasis. The logo was accompanied by a sign that is at once strikingly symbolic and concrete. The frame around the water droplet depicts a water tank where water collects from the roof. The upper part of the logo is a wavy line representing both the surface of the water and the profile of the metal roof. At the heart of it all is water, circulating in a new cycle that benefits people, homes and the urban environment.

The visual storytelling needs were addressed by combining strikingly authentic photographs with a simple, more technical illustration style. Authentic subjects and the presence of people in the photographs add warmth and impact. The informative illustration style chosen brings clarity to the narrative of technical solutions and multiplier effects.

We can’t control the rain, but we can channel it to benefit people and the place they call home.

“”NOT BEING FAMILIAR WITH THE WORLD OF MARKETING, WE DID NOT KNOW WHAT TO EXPECT, BUT WE WERE VERY EXCITED TO LEARN AND WATCH THE PROCESS REVEAL ITSELF INTO A LOGO, A VIDEO, AND CLEAR/CONCISE LANGUAGE. FABRIK’S RESPONSIVENESS, ATTENTION TO DETAIL, AND COLLABORATIVE PROCESS WAS VERY APPRECIATED. THANK YOU! ” “

Mark Weinhold, President , Terra Firma Water Collective

Terra Firma Rainwater Collective was selected as Fabrik’s Pro Bono partner for the autumn 2023 call.

As a B Corp certified company, we direct 3% of our annual revenue to work where we donate our expertise to create a positive and measurable impact. Read more here.