The Fuel Agency develops new Greater Western Water brand

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The Fuel Agency develops new Greater Western Water brand

Greater Western Water has launched with branding developed by The Fuel Agency.


With Melbourne’s west expected to double in size over the next 30 years, Greater Western Water was formed by the Victorian Government through the integration of City West Water and Western Water. The new entity will ensure water supply security, affordability and exceptional service to almost 1.3 million current residential customers and businesses, and the hundreds of thousands of expected new customers in the coming decades.

Says Richard Smith, general manager, strategy and partnerships, Greater Western Water: “It’s an exciting new era for the west, and we have been extremely impressed with Fuel’s brand strategy and design expertise to deliver our great new Greater Western Water brand.”

Says Tim Kidman, CEO at Fuel: “We are proud to be entrusted by City West Water and Western Water to develop their newly formed Greater Western Water brand and be a part of their exciting new chapter in this fast-growing region.”

Says Kerry Thoonen, senior designer, The Fuel Agency: “We designed the brandmark to be a demonstration of how GWW’s actions positively impact the community and is inspired by the way the changing water levels create ever-varied forms in the topography.”

Over two decades of working with global brands, commercial clients, OEMs, and government has allowed Fuel to develop a bank of work globally recognised for its impact, creativity, and effectiveness.

To learn more about the new entity, visit