ART DIRECTION ON SET
SageWater’s brand refresh launched with a new visual appeal and tone for its printed brochure. Bates Creative collaborated with SageWater to map out how its printed collateral could stand out from standard stock imagery with customized photography. SageWater ultimately invested in an independent photographer to capture new photos of piping with a creative appeal. On set, Bates Creative art directed various staging of pipes in front of white backgrounds with neat lighting to capture artistic shots. Positioning “grotesque” pipes as works of art transformed the brand’s visual identity into a more engaging, 21st century business.
Bates Creative’s new visual direction for SageWater’s printed collateral set the pace for the company’s bigger picture brand strategy that strived to appeal to mass audiences across North America.