Our relationship with National Ground Water Association began in 2001 when we were retained to lead a branding initiative that would inspire a renewed interest in the organization and declare its position as the world’s foremost authority on groundwater. In the years since, we’ve helped to reinvent member publications, designed annual reports, and created member growth strategies and messaging. However, one of the most rewarding opportunities was partnering with its internal communications team to evaluate, introduce processes, and improve the quality and consistency of its communications effort. Recently, we designed and produced a comprehensive Well Owners Guide funded as part of the USEPA/RCAP effort to improve water quality through training and technical assistance to private well owners. Considering the number of well owners, it was quite an opportunity to make a real difference in the lives of others.