Boardwalk was commissioned to create an engaging brand identity inspiring consumers to utilize the program and become a part of the area’s water conservation solution. Testing shows the identity scores highly with consumers in terms of likeability and clarity of meaning.

Boardwalk created a system of graphic standards through which qualified manufacturers and producers can manage their participation in the campaign by integrating the identity into their packaging, advertising and collateral.

Consumers are encouraged to seek out those vendors who are certified to display the California Friendly brand, knowing that, working together, they can make a positive contribution towards responsible water usage.

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