Culligan

Objective:

For my Advertising Design class, we were tasked with creating a campaign to promote Culligan's new smart pipes—a feature that allows tech-savvy consumers to monitor their pipes for potential maintenance needs without the hassle of doing it themselves or hiring a professional. The goal was to increase brand awareness and highlight this innovative product, targeting young adults who prefer smart home solutions.

Approach:

To convey the message effectively, I developed a cohesive design strategy using a color palette of blues, grays, and yellows, ensuring consistency across both digital and traditional media. The blues and grays reflect the brand’s connection to water and technology, while the yellow font was strategically chosen to draw attention to the product and its benefits.

Instead of using images of real burst pipes, which could have negative connotations, I opted for vectored water illustrations. This maintained a clean, modern aesthetic in line with Culligan’s tech-forward branding and appeal to younger consumers.

Design Elements:

Fonts: Lighthouse & Alexandria

Color Palette: Blues, Grays, Yellows

Key Visuals: Vectored water imagery to emphasize the smart pipe technology