Where possibility flows

Agriculture, has long been at the heart of New Zealand’s economy and culture. Across the Canterbury Plains, farmers are not only dedicated to producing some of the world’s finest food but are also deeply committed to safeguarding the environment for future generations. Central Plains Water Limited (CPWL) proudly supports these farmers as they feed Aotearoa and the world while embracing climate resilience and environmental stewardship. And in 2024, they needed a communications platform that brought this to life.

The category norm

CPWL deliver sustainable run-of-river water that enables resilience and innovation for Canterbury farmers, now and into the future. With 45,000 hectares of farmland irrigated by the scheme and a further 71,000 hectares of land managed via CPWL Farm Environmental Plans, the imperative was to celebrate the positive role that water plays in sustaining and enhancing life across the region. Operating under a co-operative philosophy, CPWL’s story is that of its farmers and their collective passion and achievements.

The standout idea

CPWL isn’t just about delivering water; it’s about delivering potential and promise. Water is a powerful enabler – a resource that supports growth, connection and prosperity. Through CPWL, water becomes a symbol of unity and a shared commitment to a sustainable future. This new narrative – brought to life through the proposition “where possibility flows” – captures the essence of CPWL, where every drop represents opportunity and collaboration across the Canterbury Plains. In every farmer’s story lies a passion and commitment to stewardship and sustainable food production – a commitment that CPWL shares. Our work therefore needed to shine a light on this vision and share its unwavering progress towards realising it.

Outstanding execution

To bring this vision to life, we embarked on building out two key storytelling assets for the CPWL team – a compelling brand video telling CPWL’s story of engineering innovation and sustainable productivity; and a new CPWL digital experience designed to embody four key values: authenticity, vibrancy, transparency and purpose. Both the video and website are rich with emotive and colourful imagery which go beyond the usual corporate stories. The design-led, user-centric website provides information and inspiration to connect users with the values, dedication and achievements of Canterbury’s farmers. Designed to be engaging and accessible, the site is both a resource for local and national communities; and a place of inspiration, illustrating the everyday commitment of CPWL’s shareholders to both their land and community. This is CPWL’s primary destination for celebrating and sharing the incredible work, pride and passion that define the Canterbury Plains and the farmers who make it thrive.

Four principles guided our website design and content: accommodate the different needs of the users; be vibrant and energetic; be real and transparent; and show compassion and lead with purpose. Within these parameters we went about creating a user-centric website experience that put utility and emotion at the heart of every journey, moving beyond transactional information about what CPWL does and towards the value-driven reasons it exists.

Alongside CPWL, we believe that in every farm, every family and every hectare of Canterbury land, there is a story worth telling – stories of growth, innovation and shared commitment to nurturing the land that sustains us all.

This is our shared journey towards a future where possibility flows.