Philadelphia Water Department (PWD)
At West Cary Group, I led creative efforts on an impactful team where creative and account worked strategically to develop thoughtful, solutions-driven work for our PWD client. Collaborating closely with engineers, we ensured accuracy while translating complex information into clear, accessible creative the community could easily trust.
The Team
Creative Direction & Illustration - Danielle Probst
Copywriting - Stephanie Patino & Megan Smith
Account Management - Megan Smith & Jennie Mummert
Water Revitalization Plan (WRP)
The WRP is a multi-decade plan to upgrade essential drinking water infrastructure. Our creative projects focused on getting essential information to Philadelphians about the impacts of this plan on their communities. In many places, we used illustration to:
1 - better explain complicated topics
2 - increase engagement & approachability
3 - strengthen brand awareness.
SRX Impact Report
Initially, we designed a suite of illustrations for PWD's 8-page document that covered an essential WRP project. After testing this document in community settings and finding it was a bit overwhelming, PWD leaned on us for a more succinct document that would effectively reach the public.
WRP One-Pager
Our front-and-back, print and digital document was designed with clear, public-facing communication—free of marketing jargon and engineering speak, with clear calls to action for more information. We included an illustrative map highlighting key project locations across the city and briefly explaining their role in improving infrastructure.
WRP Project Pages
Since the one-pager directed people to the WRP’s construction page for more information, we created iterations of the core map to be used on each individual project page.
Social Media
Though PWD primarily does its own social media, they asked us for a collection of social posts to further spread information about the Water Revitalization Plan. These engagement-boosting posts included frequently asked questions and highlighted project milestones.
Community Listening Sessions
PWD held these public meetings to build awareness and education for their Water Revitalization Plan, and looked to us for creative that would both encourage people to sign up, and keep them engaged during the sessions. Our efforts led to the best-attended community listening sessions they had ever hosted, highlighting the impact of our creative.
All work © Danielle Probst 2025. Do not use without written permission.
