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California American Water

Solving Monterey’s Water Supply Crisis


California American Water (CalAm) is a regulated water utility that provides reliable water services to more than 630,000 people in multiple locations throughout the state. CalAm seeks to solve Monterey’s water crisis through an environmentally-friendly desalination plant, underground water storage, and groundwater replenishment, and partnered with Buchanan to develop a clear brand strategy and identity for their complex project.


As this project progresses and continues to gain acceptance, the clarity provided by our strategy and messaging, as well as the cohesive look provided by our identity and creative efforts, have given CalAm a more notable presence in the community and a persuasive message that is helping to expand community support for their endeavors.

Key Deliverables

Brand Strategy
Brand Identity
Brand Guide
Stationery System
Print Collateral
Digital Collateral