18990_Authority_Feb_2026

Logo Development Our new logo effectively locks our new name - Pittsburgh Water - with a refreshed version of our former PGH2O logo. The simplified name represents water in all its forms and is easier to work with. The name and logo are never to appear separately. The selection of our new logo and decision to retain elements of the existing logo were deliberate and essential to implementing our new brand. Through the customer perception survey, we found that the existing PGH2O logo was liked and recognized by many of our customers. They associated it with many traits that we aspire to such as modern, innovative, and approachable. First introduced in 2015 the former logo had developed considerable brand equity. By retaining it, we could more naturally transition our assets over time—making the shift to Pittsburgh Water more cost-effective and a responsible use of ratepayer dollars. An Innovative Communication Strategy Working with our strategic communication consultant we established the Tap In campaign – a strategy designed to support the launch of Pittsburgh Water by inviting customers to learn more and emotionally connect to their water services. Our overall goal was to build trust, foster a positive perception and increase awareness. Following an initial press release we launched the Tap In campaign with a multi-pronged approach that combined both digital and traditional advertising. The four-month campaign ran on two local radio stations, the exterior panels of local buses, streaming media including YouTube, social media, and display banners targeting low-income customers. The campaign effectively drove engagement, brought new audiences to our website, and educated customers within our target audience. It featured compelling imagery of employees and contractors performing essential work in the field and at our accredited lab. Additionally, the campaign incorporated lifestyle imagery of our customers in their homes and with family using and enjoying the water services we provide. It also included language that conveyed the benefits associated with the removal of lead service lines and improved water quality while establishing an emotional connection to water services. Each ad directed customers back to the dedicated www.pgh2o.com/tap-in landing page where customers would find additional details on our progress and information about the rebrand. A reimagined campaign ran again in September 2025 continuing through the fall utilizing many of the same tactics from the original campaign. It emphasized our capital investment, ongoing removal of lead service lines and continued to establish an emotional connection to the water services our customers rely on. Employee Engagement Throughout the rebranding process updates were provided to our Board of Directors, Executive Team and Senior Managers. These engagements provided background information regarding various decision points and kept our leadership apprised of the project’s status and schedule. As the launch approached we made a concerted effort to inform employees about the rebrand to Pittsburgh Water. An internal email was sent to all employees from our Chief Executive Officer. Posters and fliers were posted throughout our headquarters. At remote facilities, it was promoted on our digital screens and a reference page was posted to our intranet site where employees could access versions of the new logo, letterhead, and the new PowerPoint template. Shortly after the launch a Lunch ‘n Learn focusing on the rebrand provided employees with additional background information regarding the transition to Pittsburgh Water. This provided insight into our communication strategy, and an overview of the do’s and don’ts for using the new logo and brand guidelines. Results of the Campaign The 2024 Pittsburgh Water campaign launched with a goal of raising trust, instilling a positive perception, and increasing awareness. OTT (over-the-top media - content delivered directly to viewers on the internet), YouTube, Display Banners, along with various social ads via Meta’s Facebook and Instagram properties were leveraged to build It takes stamina, consistency, and resilience to establish our brand narrative, build trust, and increase customer awareness.