charity: water
Re-Inventing Philanthropy
project
Experience Center &
Headquarters
charity: water
role
Creative Director
opportunity
A new Experience Center and HQ for the brand in Franklin, TN—one of the most philanthropic counties in the U.S. The goal: raise awareness of the global water crisis, inspire hope, drive donations, and cultivate brand ambassadors. The process began with a dynamic creative workshop of 30+ professionals across six disciplines, striking the tone of collaboration that would explore authentic cross-generational and cross-cultural narratives of the cause.
outcome
The insights from this collaboration shaped a powerful storytelling strategy for the Experience Center, blending immersive digital media with emotionally compelling narratives. The result redefined philanthropic storytelling—positioning charity: water as a modern, emotionally resonant force for global impact, growing the brand presence and leading to a sustained increased in giving.
Intentional Foundations
charity: water’s pitch already boasted clarity, purpose and results—now it needed an experience to match. Taking a cue from Seth Worley’s StoryClock, the space was created with the same pacing as a pitch, yet with surprise and delight sprinkled in along the way.
Designing for audible “wow”.
Building Blocks of Experience
Intuitive and seamless experiences begin with rigorous exploration of the audience journey—the stories, timing, flow and environments.
Listening to Understand
Gather around the coffee table for deep conversation about objectives, pain points and opportunities. Build client trust and vault the creative process forward through rich collaboration and early alignment.
Divergent Thinking
First ideas are simultaneously the best idea and worst idea until it has some competition. Internal and client facing collaboration at regular intervals ensures bad ideas to lead to great ones.
A Trans-Global Journey to Clean Water
The average waterwalk, a daily journey to retrieve clean drinking water, can be up to hours each day for many. Meet a fellow human and follow along their journey as you complete your own, 45 minute water walk around the space.
As the content team in Uganda prepared for the one and only chance at content capture for the next year, the home team in Nashville was running constant screen tests and providing feedback to ensure a moving outcome.
