Urban Springs — Sustainable Hydration, Reimagined
Urban Springs delivers a city-wide hydration network that provides on-the-go access to clean, filtered, and electrolyte-enhanced water through app-connected refill stations and refundable bottles - empowering health-conscious, eco-aware urbanites and travelers to hydrate conveniently, sustainably, and reducing plastic waste.
As the creator of the brand identity — everything from visual style, tone of voice and brand guidelines — I designed a full multi-channel marketing system to build awareness, drive engagement, and convert urban hydration into a daily habit.
What I Did
- Built a fully-fledged brand identity & guideline system (logo direction, palette, typography, tone, imagery).
- Developed buyer personas representing Urban Spring’s core target users.
- Audited organic performance across Instagram, Pinterest and the website — identifying strengths, gaps and conflicts.
- Conducted correlation analysis to uncover what actually drove (or failed to drive) website traffic.
- Designed a new ACCR marketing funnel (Awareness → Consideration → Conversion → Retention) that integrates TikTok, Paid Social, content marketing, email, and refill-station activation.
- Created a storytelling system built around sustainability, urban lifestyle, convenience and community wellness.
- Defined a clear North Star Metric: Monthly Hydration Check-Ins, along with KPIs to measure success across every funnel stage.
Key Insights
Organic social alone wasn’t sufficient:
Instagram had incorrect setup and missing data.
Pinterest produced minimal engagement and no outbound traffic.
Website traffic was mostly driven by search or unrelated referrers — not social content.
Reliable data & tracking infrastructure are absolutely essential before scaling efforts.
For a mission-based lifestyle brand, a hybrid approach combining organic storytelling, paid conversion channels, and offline activation is necessary to build both reach and performance.
Why It Matters
Urban Springs is more than a hydration brand — it’s a small but meaningful step toward sustainable urban living.
By combining clean design, purposeful storytelling, and strategic marketing, I created a fully integrated brand & marketing strategy that builds awareness and guides audiences through the funnel into happy returning customers.
Project-Related Presentation
