Urspring by Seccua
Seccua, the global leader in membrane technology, needed a U.S. market consumer launch strategy and new brand vision for its whole-house water filter, Urspring. Unlike point-of-use solutions and alternative technologies such as reverse osmosis, Urspring addresses every tap, every pathogen, and every inorganic particle in a home’s water system—a holistic solution that informed our entire brand and marketing platform.
- Brand strategy
- Positioning
- Messaging
- Tagline
- Visual identity
- Website
- SEO
- Digital advertising
Our solution
Filtration is, by definition, a dirty business. Rather than focus on the gunk, grime, and grim details of what lurks inside a home’s pipes, we made filtration beautiful by giving Urspring a clean aesthetic and evocative brand voice. Deployed across the Seccua website, digital ads, print ads, and collateral, the creative we developed for Urspring reminded consumers that the health of a home starts with the purity of its water.
Visuals that simplify the science
To make microscopic filtration feel clear and compelling, we designed original illustrations, infographics, and product renderings. The website’s “Bring it home” feature let users visualize installed units and compare models, while custom graphics simplified complex specs into consumer-friendly stories. The result: a brand experience that made water science both accessible and desirable.
Centering the consumer
To ground the brand in real-world relevance, we defined detailed buyer personas that captured both the practical needs and psycho-social motivations of prospective customers. These personas informed the brand strategy, guided content development for the website, and shaped Urspring’s go-to-market plan. By extrapolating insights from believable consumer experiences, we were able to design brand interactions that met people where they are—whether prioritizing longevity, sustainability, family safety, or peace of mind.
Whatever the life stage of your brand, our full-service strategic, creative, and marketing services can lift you higher.