When it comes to conveying a message as critical as protecting our water sources, every element of a broadcast package needs to speak volumes. For WTOL 11, the task was clear: create a compelling brand identity that encapsulates the urgency of preserving clean drinking water, while maintaining a sleek, modern, and environmental feel. Enter the Protecting Our Water broadcast package — a thoughtfully designed visual identity and multimedia experience created to elevate their coverage of the ongoing issue of Lake Erie’s 2015 algae bloom and the broader issue of water safety.

A Clean, Fresh Look that Evokes Nature
From the moment the viewer’s eyes meet the screen, the Protecting Our Water identity strikes a chord with its clean, aquatic color palette. Blues, greens, and whites work in harmony to evoke feelings of freshness, purity, and environmental responsibility. The colors are chosen not only for their aesthetic appeal but also for their deep connection to water and nature — core elements of the message WTOL 11 wishes to communicate.

The clean lines and minimalistic design exude a sense of clarity and transparency, reinforcing the central idea of holding public officials accountable for ensuring the safety of our drinking water.
Subtle Animation to Enhance the Message

Incorporating animation into the graphics elevates the design to another level, ensuring that each transition and interaction remains engaging while supporting the environmental message. Soft, animated ripples of water overlay the artwork throughout, creating a dynamic and fluid motion that mirrors the gentle movement of water. These ripples provide an elegant, yet powerful reminder of water’s importance, subtly reinforcing the idea that water safety is a constant, ongoing issue that needs attention and care.

The Logo: A Gleaming Blue Drop of Hope
At the heart of the Protecting Our Water brand identity is its logo. The design is simple, yet impactful: clean white text, with a sleek, gleaming blue water droplet. This water droplet stands out, symbolizing the very essence of what is at stake — water itself.

An All-Encompassing Multimedia Package
The broadcast package was designed to go beyond just on-air graphics. WTOL 11’s Protecting Our Water initiative extends across various platforms, including social media, web, and promotional items, making it a fully integrated experience for their audience.

On-air, the package seamlessly transitions between different segments, keeping the brand consistent and recognizable. The social media and web elements further amplify this message, ensuring that the visuals and branding maintain their integrity across all digital platforms. Social media posts and website headers incorporate the signature blue-green and white tones.

Full Wall Monitor Graphics: Dramatic Visual Storytelling
One of the standout elements of the Protecting Our Water package is the special full wall monitor graphics. Designed to enhance the news anchors’ presence, these dramatic graphics showcase them in an entirely new light. By placing them against expansive visual backdrops that feature deep, flowing water and aquatic textures, the anchors become not just presenters of the news, but active participants in the environmental narrative.

These full-wall visuals amplify the gravity of the stories they’re telling, giving the coverage an added level of drama and importance. The sleek, clean aesthetic blends seamlessly with the story, elevating the experience for the audience and driving home the message of environmental responsibility.
The Big Picture: Holding Public Officials Accountable

The Protecting Our Water identity is more than just a visual package — it’s a tool for change. Through this initiative, WTOL 11 aims to highlight the ongoing issues surrounding Lake Erie’s algae bloom and other water safety concerns, all while holding public officials accountable for the safety and health of the water we all rely on.

WTOL 11’s Protecting Our Water package is an excellent example of how broadcast design can play a pivotal role in shaping conversations and influencing public awareness — one drop of water at a time.