A city-wide rewards and lifestyle system
Waterfall City Management set out to launch Waterbucks, a city‑wide rewards programme for anyone who lives, works, shops, or visits Waterfall City. It is a world first: one digital rewards layer across an entire city. KRAFT designsmiths® was briefed to position the brand and build the communication system so people could quickly understand the value and join with confidence.
Making connection across multiple touch-points
The concept was new and broad in reach, touching multiple audiences and partners. The task was to establish Waterbucks as a credible consumer brand, explain the value in plain language, and keep the experience inclusive and simple. The goal: a clear, repeatable promise that fits everyday life in Waterfall City—without hype or technical noise.
The approach: From purpose to platforms
KRAFT designsmiths® defined the brand’s role in the Waterfall ecosystem and clarified what Waterbucks stands for: a human‑first way to earn and use value for choosing Waterfall City.
The team built a messaging architecture that explains what it is, who it serves, how it works, and why it matters. A distinctive, flexible identity was designed to travel across city touchpoints and partner retail. Launch‑ready assets and channel copy enabled a coordinated rollout across media and in‑store environments.
Ready to go from the start
At launch, Waterfall City had a clear narrative for a complex idea.
The identity held up across posters, partner POS, social, and the Go Waterfall app. Co‑branding rules protected the brand while lowering friction for retailer adoption. The result was consistent communication, faster execution, and less confusion for end users.
Establishing consistency, winning trust
Real‑world gains from a complex idea made simple.
Positioning strength:
Waterbucks is understood as a connected‑city value engine, not a points club.
Clarity for all:
Plain‑language messages work for residents, tenants, retailers, and visitors.
Faster rollout:
A cohesive asset kit and reusable copy reduced time to launch.
End‑to‑end consistency:
One identity across city media, partner POS, social, and app.
Going wherever the future takes us
The platform and brand are set for phased growth: campaign waves, retailer onboarding, community moments, and potential features such as gamification and ESG‑linked rewards.
As integrations deepen across mobility and events, the message remains consistent: simple, human, always rewarding.
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