National Center for Water Efficiency and Conservation
Shaping the impact of water sustainability
Turning awareness into sustainable practice is not simply an act of communication; it is the careful design of behavior where knowledge and conviction converge.
The National Center for Water Efficiency and Conservation (MAEE) is a national entity dedicated to advancing water efficiency and conservation across the Kingdom. It unifies the efforts of government and non-government organizations, promotes investment and financing in areas that improve water efficiency and conservation, develops national programs to enhance water efficiency among individuals and across sectors, and provides technical and advisory services in this field.
Grounded in the belief that water sustainability is a national endeavor that extends far beyond conventional awareness, our partnership with the National Center for Water Efficiency and Conservation (MAEE) set out to build a communications language capable of driving behavioral change and establishing an institutional presence that reflects its vital mission and role in shaping a more efficient future.
For this project, we brought together the national significance of the objective and an impact-led methodology to create a unified communications framework—charting the path from message to meaningful change. Through this engagement, we delivered integrated solutions grounded in deep analysis, generating sustainable institutional impact.
Scope of Work
- • Developed a comprehensive corporate communications strategy spanning three interconnected levels of planning and delivery: the Center’s external communications; corporate communications and department-level communications supporting initiatives and objectives; and internal communications. The strategy focused on correcting misconceptions, building deeper awareness, and developing targeted messages that encourage changes in water-consumption behavior in support of national sustainability goals.
- • Developed the Center’s visual identity to reflect its standing as the national authority for water efficiency and conservation. This included a unified identity and comprehensive application guidelines to ensure a consistent visual experience at every touchpoint and strengthen the Center’s presence and influence among its audiences.
- • Built the communications operating model, supported by rigorous governance that clarifies roles and responsibilities and establishes an integrated methodology for communications decision-making—ensuring sustainable implementation, improving performance efficiency, and enabling knowledge transfer within the Center.
- • Prepared an actionable communications plan supporting more than 15 key initiatives, translating the strategy into practical steps through focused tools and communications activities that build awareness and embed water-conservation behaviors among the public.
