Clearly Filtered

Overview

Challenge

Water filtration has a perception problem. The most important product benefits are invisible, which means the brand has to do more than explain performance — it has to earn belief.

Clearly Filtered had the science, the claims, and the product credibility, but the experience wasn’t fully translating that value into a consumer brand people could immediately understand and trust. The opportunity was to move the brand beyond functional filtration and create a clearer relationship between proof, lifestyle, and purchase intent.

This was not a surface-level redesign. It was a trust problem, a storytelling problem, and a commerce problem happening at the same time.

Approach

I led the engagement end-to-end, from early sales conversations through final design handoff, shaping the strategy, messaging, visual identity system, art direction, content strategy, and eCommerce experience.

The work reframed Clearly Filtered as a more confident consumer brand — one where proof, clarity, and everyday desire could work together. Across 120+ screens, the system translated technical filtration claims into a clearer purchase journey: sharper messaging, more intentional product storytelling, elevated lifestyle and product art direction, stronger comparison moments, and a UX built to move customers from skepticism to purchase.

Following launch, Clearly Filtered saw a reported 52% increase in conversion and 9% increase in average order value— turning a stronger brand story into measurable business impact.

Role

Creative Direction, Branding, Digital

Strategy

Brand Definition