On April 20th, the Littleton/Englewood Wastewater Treatment Plant became the South Platte Water Renewal Partners as part of a rebranding process that also included the creation of a new mission, vision, values and logo. The new name and logo represent the future of the organization and our role in the stewardship of the South Platte watershed.
The rebranding process led by Slate Communications, a branding consultant hired to support the efforts, involved 11 months of stakeholder interviews, staff work sessions and community outreach. Slate identified several themes throughout the process and staff used the information to draft a new mission statement and vision statement.
Our new mission to sustainably protect and recover our communities’ vital resources speaks to the important role we serve in the protection of the environment. This is a driving force for everything we do, and the quality of the South Platte watershed is essential to the success of our economy and existence of local wildlife.
A water drop was chosen as the main shape of the revised logo to communicate that water is a limited and precious resource and the conveying element for household and industry “waste.” Within the water drop are the “resources” that are recovered during the water renewal process. The resources are reused for the benefit of rate-payers and the environment.
Through the water renewal process a valued soil amendment is produced that is used is eastern Colorado to support sustainable dry-land farming practices. This resource is symbolized by the green “row of crops” in the lower left corner of the drop.
The renewed water is returned to the South Platte River which supports recreation, aquatic life health, agriculture, industry, and drinking water. This resource is symbolized by the blue band stretching across the drop.
Efficient processes at the facility minimize energy waste and proactively treat odors generated through the processes which have a positive impact on the region’s air quality. This resource is symbolized by the green “air stream” that bridges the river and mountains.
The new logo evolved from the previous version by including the mountains and river. The mountains and river represent vitality (human health, recreational opportunities, and a thriving economy) living on the Front Range on the banks of the South Platte River.
As for the name, it was very initial in its design as well. Littleton and Englewood were the original partners and investors in the development of the Bi-City Plant and thus staff decided to honor that partnership and ownership by including partners in the name.
It represents the innovation and initiative of the two City’s willingness to partner then, now and in the future to sustainability conserve the community’s vital resources while being fiscally responsible and stewards of the South Platte River.
The wastewater industry is moving beyond just “treating” water. No longer does the industry view the byproducts of cleaning water as waste, rather there is value in harvesting viable resources (like energy and nutrients) that will serve communities for generations to come. Thus changing from “wastewater treatment” to “water renewal” more accurately describes the process. The water that is renewed is added back into a delicate system for many important community uses.
“South Platte” is the “who” in the new name. By using South Platte, the new name is more inclusive of all the communities served by the Cities of Littleton and Englewood, and speaks to the plant’s physical location in the South Platte watershed. It also solidifies our commitment to “collaboration” (a core value) and the health of the South Platte River and communicates our vision of being a regional partner in the effort to protect and recover our communities’ vital resources.
This is a new era for the water renewal industry with more stringent regulations coming online and increased pressure to provide services more sustainably and fiscally responsible. Our new brand better tells this story and our innovative approach to meet this challenge head-on.