1. CPWF Branding and Identity Strategy
g y gy
Michael Victor, Communication Coordinator, CPWF
and Keens,
Basin Leaders Meeting with the Knowledge
Management team, Vientiane, 22. Jan. 2011

3. CPWF Brand Strategy
20 January 2011

4. Contents
01 Research Component
02 Findings & Analysis
03 Strategic Platform

5. Research Component

6. This presentation is a culmination of two-stage research
exercise, comprising a photo-ethnography and an online survey,
carried out b K
i d t by Keen and th Ch ll
d the Challenge P
Program on W t and
Water d
Food’s Knowledge Management team to support the refinement
of the Program’s communications strategy, visual identity and
communications guidelines
guidelines.
Keen communication strategists carried out an analysis,
drawing from the research data looking for key points, trends in
the data, and relationships in the data within and between the
various studies and various groups of research subjects.

7. Findings & Analysis

8. What the Program is:
g
A People-Centric Endeavour

10. *See Notes

11. Comments from the photo-ethnography on
the people centric approach of the Program
people-centric
“People are central to what we are trying to accomplish through
People
the CPWF’’
“(The Program) has to contribute to the providing of safe
solutions, targeting on the most vulnerable stakeholders’’
“To keep clearly a focus on the young generations’’
To generations

12. The Program’s Greatest Impact:
At the Basin Level

15. Comments from the online survey on the
importance of basin le el acti ities
basin-level activities
“The specifics of each basin ensure that this is ‘unit’ where
The unit
impact can best be achieved’’
“Although a basin-level approach is ambitious, it is the scale at
which we can best work with people to solve p
p p problems’’

16. Where the Program has struggled:
Global Level

18. Comments from the online survey on the
limited global impact of the Program
“Uneven global recognition’’
“Pretty much invisible with a
few exceptions’’
“Limited capacities’’
“Many donors see us
differently than some other
more ‘institutional’ players’’

19. Comments from online survey on the problems
facing the Program’s communications
Program s
“Huge, wide-ranging and
g , g g
complex issues’’
“Multiple actors and
stakeholders and audiences’’
“Lack of strategic and
g
systematic sharing’’
“Too technical documents not
Too
readable by policymakers and
the general public’’

20. Strategic Platform
The Strategic Platform envisions the way forward for the
Program brand specifying the creation of guidelines for a
consistent identity within the larger framework of other CG
research programs and institutes

21. A People-Centric Endeavour
Despite its scientific-oriented core, the CPWF is a people-
oriented program with the greatest impact in the
communities that it works for and with Rather than
with.
projecting the identity of an analytic and dispassionate
scientific endeavor, the Program needs to adapt
communications guidelines to showcase an image as a
provider of sustainable solutions to address the
challenging concerns of vulnerable communities and
ecosystems through partnerships with various vital
stakeholders.
Thus the communications and visual strategy can p y a
gy play
strong emphasis on people-centric photography in the
design guidelines, or a more ‘humanistic’ visual tone
through color, typography and graphics, etc.

22. A Connector
The Program’s current and continued success lies in its
ability to forge successful partnerships with a vast and
complex network of players working in water and food
systems.
The communications and identity guidelines should
highlight this notion of building bridges and enhancing
connectivity.

23. Distinct Basin Identities
With a distinct geographic and cultural location, each basin
should embrace a distinct identity under the overall aegis of
the Program.
A distinct identity should:
i) Embody the geographic and/or cultural character of each
basin hil
b i while cutting across national/ethnic/sub-regional
tti ti l/ th i / b i l
boundaries within them.
ii) Take the form of a specific graphic/symbol/figure unique to
each destination; alternative visual systems (color, etc.) may
be explored if needed.
The CPWF will conduct a brainstorming session with basin
g
representatives and the results of this will be shared with
Keen to support their development of a system for the
basins.

24. *Notes
Resilience and adaptability to assist communities to
adapt, transform or persist within a changing
environment
Improving how water is governed and managed more
efficiently, equitably and sustainably