My goal was to give the client's message a visual voice that felt personal: one bottle, one scan, one small act that adds up to real impact.
Lu Aveitua
Role: Lead Designer (campaign design & assets) Copy: Provided by client
My goal was to give the client's message a visual voice that felt personal: one bottle, one scan, one small act that adds up to real impact.
Lu Aveitua
Role: Lead Designer (campaign design & assets) Copy: Provided by client
Lakehouse, KPMG's learning and development campus, went through 327,216 single-use water bottles in FY22. As lead designer, I was brought on to turn the client's sustainability message into a campaign that gives that number a face and invites every guest to help shrink it. Through a partnership with Fill it Forward, each refill and scan of a bottle tag unlocks a charitable donation, so a simple habit becomes a measurable, shared contribution.
Lakehouse, KPMG's learning and development campus, went through 327,216 single-use water bottles in FY22. As lead designer, I was brought on to turn the client's sustainability message into a campaign that gives that number a face and invites every guest to help shrink it. Through a partnership with Fill it Forward, each refill and scan of a bottle tag unlocks a charitable donation, so a simple habit becomes a measurable, shared contribution.
Creative сhallenges
The challenge was making a corporate sustainability goal feel urgent without lecturing. Working from the client's messaging, I built the visuals around one striking number, 327,216, and gave the call to action room to breathe. The rolling wave and electric blue tie the campaign to the Lakehouse identity while bringing in the energy of the Fill it Forward partnership.
The design also had to work across very different formats: digital screens, refill station wraps, vertical banners, and bottle inserts. I created a flexible layout system around Fill it Forward's three-step program, Fill It, Scan It, Give It, so the message can be read in seconds whether someone is walking past a screen or standing at a station.
Creative сhallenges
The challenge was making a corporate sustainability goal feel urgent without lecturing. Working from the client's messaging, I built the visuals around one striking number, 327,216, and gave the call to action room to breathe. The rolling wave and electric blue tie the campaign to the Lakehouse identity while bringing in the energy of the Fill it Forward partnership.
The design also had to work across very different formats: digital screens, refill station wraps, vertical banners, and bottle inserts. I created a flexible layout system around Fill it Forward's three-step program, Fill It, Scan It, Give It, so the message can be read in seconds whether someone is walking past a screen or standing at a station.
User experience focus
Refill stations sit throughout Lakehouse, in public areas, nourishment stations, and on every guest floor, so the design had to guide people right at the moment of action. I designed the station wraps to frame the fountains, with the three steps on one side and the impact each refill reduces on the other: CO2 emissions, energy use, ocean plastic, landfill waste, and land use. The bottle insert closes the loop, turning each bottle into a visible badge of participation. Every touchpoint repeats the same simple path, making it effortless to fill, scan, and give, again and again.
Credits & disclaimer I served as lead designer on this project, responsible for the campaign’s visual direction, layout, illustrations, and the design of all campaign assets: refill station wraps, digital signage, banners, and bottle inserts. The Lakehouse logo, KPMG name, and Fill it Forward logo are trademarks of their respective owners and were not created by me. All campaign copy and messaging were provided by the client. Elkay is a trademark of Elkay Manufacturing Company. Some environmental images on this page are AI-assisted visualizations created to show how the designs live in their space. This work is shared for portfolio purposes only.
User experience focus
Refill stations sit throughout Lakehouse, in public areas, nourishment stations, and on every guest floor, so the design had to guide people right at the moment of action. I designed the station wraps to frame the fountains, with the three steps on one side and the impact each refill reduces on the other: CO2 emissions, energy use, ocean plastic, landfill waste, and land use. The bottle insert closes the loop, turning each bottle into a visible badge of participation. Every touchpoint repeats the same simple path, making it effortless to fill, scan, and give, again and again.
Credits & disclaimer I served as lead designer on this project, responsible for the campaign’s visual direction, layout, illustrations, and the design of all campaign assets: refill station wraps, digital signage, banners, and bottle inserts. The Lakehouse logo, KPMG name, and Fill it Forward logo are trademarks of their respective owners and were not created by me. All campaign copy and messaging were provided by the client. Elkay is a trademark of Elkay Manufacturing Company. Some environmental images on this page are AI-assisted visualizations created to show how the designs live in their space. This work is shared for portfolio purposes only.
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