Water utility to rebrand: Goodbye CFPUA, hello Cape Fear Water

NEW HANOVER COUNTY, NC (WWAY) — As Cape Fear Public Utility Authority approaches its 10th anniversary, the organization will change its name to Cape Fear Water.

CFPUA spokeswoman Peg Hall Williams says there are two reasons why the utility is rebranding. She says over the last few years, there has been a trend in utilities shortening their name. Also, Williams says it makes sense for the organization to reflect who they are as they approach their anniversary.

A rebranding document featured in a recent board agenda packet discusses establishing the Cape Fear Water brand.

According to the document, a brand “is a mental model for how the organization ‘does business.’ Every action, program, project, interaction, etc. moves top down through the
funnel. We ask the question, ‘Is what I am doing reflective of an organization’s core values of community partnering, quality water, environmental stewardship, and customer service?'”

In the document, CFPUA says their ultimate goal is to remain a water provider that people trust. The design phase of the brand is expected to be completed by June 15, with the new brand being implemented July 1.

There is no word yet on how much rebranding from CFPUA to Cape Fear Water will cost. Williams says the utility is working on a plan to roll out the rebrand incrementally.

Signage, truck decals, etc will be updated with the new name as needed, instead of all at once.