Not every brand begins with a brand book, style guide, or a launch party. Some brands start because of a crisis. For Culligan Cares, that moment was Hurricane Katrina, when clean water became a lifeline for families in need. Culligan Cares began by delivering truckloads of clean water to the Louisiana communities hardest hit by the 2005 hurricane. That first relief effort grew into a charitable mission dedicated to providing clean water whenever disaster strikes.
Fast forward: Culligan Care’s mission had grown, but their digital presence hadn’t kept pace. When their website needed an update, they turned to Plan B Advertising for an approach that could effectively translate and reflect their mission.
Culligan Cares needed more than a refresh; they needed a platform that could showcase authentic stories, make donating effortless, and connect local dealer networks to their global cause. Plan B stepped in and translated Culligan Cares’ values into a modern, mobile-ready website that donors, partners, and local dealers could rely on.
The new site structure gave equal visibility to the mission of Culligan Cares, its partners, and ongoing projects. Pages were crafted to highlight both immediate disaster relief efforts and long-term initiatives, such as community clean water programs. Partner organizations were also showcased as part of the movement, building credibility and trust. Navigation was simplified so any visitor could get where they needed quickly, and calls-to-action were placed with the intention of driving meaningful engagement.
Stories of sustainability were featured, and donation functionality was refined, tested, and adjusted to provide an easy and transparent path to contribute. Most importantly, the new website incorporated Culligan Cares latest logo, color scheme, and revised identity into every page so the refreshed approach felt consistent, authentic, and instantly recognizable.
Now, the Culligan Cares website ensures that every click advances the mission, making cleaner, safer water more accessible to communities in need during emergencies. It serves as both a digital showcase for Culligan Cares and a call to action, carrying forward a mission that began with crisis response and continues to have a ripple effect as a force for meaningful change.
