SKAGGS

At the beginning of the year we were approached by TOTO USA to conceptualize, create and execute their green campaign. TOTO are no strangers to sustainability having practiced sustainable manufacturing processes for over 40 years and pioneered some of the most eco-efficient products available today. With many companies also advertising their sustainability and social responsibility, we knew that the messaging for the campaign was no walk in the park.

“We definitely didn’t want to green wash and we most certainly didn’t want to preach. We wanted to engage and educate.” says Sam Edwards

SKAGGS took a last minute trip to the TOTO USA headquarters in Morrow, GA for a tour of the plant to see just how green they really are. Please note that no employees were paid in the writing of this and that the TOTO plant is the greenest, most productive factory we’re ever come across. FACT. Inspired by their fantastic dedication to sustainability we set to brainstorming about how we could communicate TOTO’s corporate philosophy, innovation and sustainable values in totality. We felt that all of these factors combined, got them where they are today.

Introducing TOTOLOGY — TOTO’s corporate philosophy in action.

“Their work and products are unique to say the least, so creating a term that specifically related to them was a natural and successful progression.” says Bradley Skaggs. “We created the totology “eco system” to show how all of these components work as a whole and how they each influences the other.”

The totology Identity

With the identity we wanted it to be fresh and contemporary yet still classic.

“Visually our aim was to mix the mechanical with the organic. Take the O’s for example, they’re really geometric, the organic feel comes from the Adobe Caslon. We edited the “g” to add a little playfulness—you can see that with the ear on the tip.” says Joe Guzman

The Print Ad Campaign

With this campaign we found that the beauty lay in the simplicity of the message, so with the first ad we really wanted to focus on the meaning and introduction of totology. By posing a question we engage the user and reinforce the idea that while TOTO don’t have all of the answers, their water conservation and innovations contribute towards a better world.

We extended the totology message to marketing collateral, and website. You can read more about totology at whytotology.com and more about the campaign here and here.