18990_Authority_Feb_2026

stormwater management services to 116,000 customers throughout the city of Pittsburgh and serves a regional population of 520,000 people. Pittsburgh Water is the only publicly owned and operated utility in Pennsylvania with oversight from the PA Public Utility Commission. This unique structure benefits customers in multiple ways. We are held to the same standards as private utilities when it comes to rate setting and operational standards. At the same time, as a municipal authority, we provide customers with greater transparency and accessibility through public meetings as well as a volunteer board of directors appointed by the Mayor and confirmed by City Council. As a public utility every dollar we receive is reinvested back in the infrastructure our customers rely on every day. As such, our ambitious $1.2 billion capital program reflects the unprecedented level of investment we are making in our drinking water system. In 2024 capital investment reached a record high of $204 million reflecting our commitment to removing lead service lines and constructing the multi-generational projects that make up our Water Reliability Plan. The Launch Strategy Pittsburgh Water’s vision going into the rebrand was clear. We wanted to simplify our name to eliminate confusion, increase awareness about our organizational transformation, and engage employees in the process to encourage buy-in. Our status as a non-profit public utility underscores the necessity of implementing a cost-effective strategy to demonstrate responsible use of ratepayer dollars. Research and Discovery The rebrand to Pittsburgh Water was a year-long process that started with a thorough research phase to understand our organizational vision for the rebrand, desired outcomes, and the attitudes and priorities of our customers. Regroup, our strategic communication consultant based in Ann Arbor, Michigan, led a discovery session with Pittsburgh Water leadership and staff. The goal was to explore the challenges associated with our former brand and gain insight into how we want to be perceived by our customers. A Customer Perception Survey soon followed. It revealed confusion about our current name and that customers were not broadly aware of our achievements. To no surprise, we found that Pittsburgh Water was known by several names and they were all used interchangeably by customers and employees alike. We were referred to as Pittsburgh Water and Sewer Authority, PWSA, generically the Water Company, and PGH2O. Additionally, we learned that despite all the improvements we had made, customers were broadly not aware of these achievements since establishing our commitments in 2018. The rebrand presented an opportunity to achieve two overarching goals: 1. Unify our name, establish clarity and consistency between our name and logo. 2. Align the organization with recent successes and attributes important to customers. Positioning Pittsburgh Water The rebrand to Pittsburgh Water positions our organization as protectors and directly aligns with our mission, vision, and core values. In our narrative to customers, organizational stakeholders, and our employees, we use language that highlights the benefits of our services and have established a tone that helps customers form an emotional connection to water safety, reliability, and quality. The four brand pillars serve as a guide to effectively communicate our brand position as protectors and they align with our organizational statements. • We Serve the Public: as a publicly owned and operated utility we serve our customers • We are Moving Forward: We’ve done the hard work and are positioned to transform water services. • We are Getting It Done: Every day we deliver safe, reliable services and provide exceptional service. • We are Essential: Our services are essential to the health and well-being of our customers. We earn their trust by delivering on our promises. Beyond the Tap article continued from page 17. ...we use language that highlights the benefits of our services and have established a tone that helps customers form an emotional connection to water safety, reliability, and quality.