Communication Concept


As part of a comprehensive change process, SüdWasser initiated a realignment of its brand. The aim was to sharpen the brand profile in order to be perceived more independently and efficiently in the market. Internally, the new brand identity should strengthen the self-confidence of employees and increase the pride of being part of the SüdWasser-Team.

SüdWasser GmbH operates throughout Bavaria as a service provider in municipal and industrial drinking water and wastewater management. Within the Bayernwerk AG group, SüdWasser is the competence center for water management.

  • Location:
  • Erlangen
  • Employees:
  • 65*

*As of September 2023


The realignment of the brand included all areas except for the logo, which was to remain unchanged. As a strategic anchor, we developed SüdWasser's dialogue expertise in joint workshops, which applies without restriction to all communication target groups – communities and municipalities, the public, employees. In order to visually underline the independence of the company, we chose a color scheme and a visual language that clearly stood out from those of the parent company Bayernwerk AG. The new claim “Precious things in good hands” makes us aware of the responsibility that SüdWasser assumes as part of its services. The tone of communication is fresh, self-confident and collaborative. The photos were taken by Patrick Reinig.

The wave of dialogue from the SüdWasser logo explained on a flyer
SüdWasser print at a polo shirt


The new brand identity impresses with its independence, freshness and clarity. It consistently runs through all means of communication – from websites to print and business and fleet equipment to social media. The target groups are addressed about their individual requirements and needs and are given a deep look at the "why" and "how" of SüdWasser's work. The company's services are clearly outlined and presented. The new value proposition clearly positions the company and tells employees how important their work is for the common good.