Leveraging Calling Intentions into Organizational Intentions

Our team created Undercurrent, a fictional non-profit aimed at raising awareness about the hidden impact of water use—particularly how much water is consumed by AI technologies. Guided by our calling intention—How can Undercurrent engage with humanity in understanding water’s unseen impact so that we become conscious of its interconnectivity with technology and sustainability in our future?—we developed a full brand identity, website, and visual artifact. The project highlights the urgent need for water consciousness in a digital age, encouraging mindful choices through storytelling and design.