United Utilities


Corporate communications


Brand guidelines / Wayfinding / Signage

“It is not often that you work with an agency that deliver over and above the brief. Darkhorse took our plans and added value by suggesting a sub brand that would greatly improve the user experience. They delivered a visual identity based on strong strategic insight into our business and our target market which sensitively combined our brand positioning and messages. In addition, Darkhorse translated and managed the design across a huge volume of work with confidence and clarity – a safe pair of hands in the midst of a massive project. We are delighted with the results. ”

Polly Rourke
Press Office

One of United Utilities’ key priorities is maintaining its corporate image with the general public. One way in which it does this is by donating, for public leisure use, the thousands of acres of countryside that it owns around its four northern reservoirs. Working with Sundog Creative we created the communications collateral required for this project.

It quickly became apparent that the existing brand guidelines and signage book were not focused in the right way to engage with the general public. After presenting various options we created a new style designed to appeal to this target audience. We then updated the signage book to take account of these considerations. This book is a key tool that is central to many aspects of United Utilities’ communications.

Highlighted points of interest on the maps are brought alive by 3D illustrations that attract attention to the key destination points, and a colour coded system is applied to walks for different audiences.