Some 1 billion city dwellers worldwide lack adequate sanitation facilities in their homes. Unilever, a multinational maker of consumer products, and Water & Sanitation for the Urban Poor (WSUP), a nonprofit, tri-sector partnership, were looking for solutions to this problem. Originally an IDEO project, Unilever and WSUP asked IDEO to help determine the best approach to develop new products and services for the urban poor. The team chose Kumasi, Ghana, a city of 2.5 million people, as the test market. In Kumasi, less than 20 percent of the population have access to in-home sanitation. Many people walk long distances to a public toilet, or worse, they’re forced to use other options like open defecation if necessary.
Opportunities for Design
IDEO conducted interviews with families in Kumasi and Accra, Ghana, and researched the global state of sanitation innovation. Based on these findings, they developed a concept for a “high touch service toilet.” The team prototyped various working toilets in Kumasi households, a process that revealed people’s true in-home sanitation needs. The IDEO team ultimately settled on a rental stand-alone toilet and cleaning service. IDEO designed the basic toilet system and service component, and Unilever and WSUP piloted the project with about 100 families in the city of Kumasi, Ghana.
What we Designed
As part of the second phase of the project, IDEO.org was tasked with building out the brand strategy of the Clean Team toilet service, with the goal of reaching 12,000 households by 2013. IDEO.org designed a Clean Team brand that was seen not just as a sanitation business, but also a social business and a sanitation solution set on redefining the status quo.
From uniform designs to radio spots, posters to business cards, style guides to toilet stickers, the IDEO.org team designed a complete brand strategy for scaling the Clean Team toilet service in Kumasi and beyond. Download the Clean Team Style Guide and get a better understanding of the what the Clean Team communications will sound like, look like and feel like over the next few years.
New Opportunities for Urban Sanitation: Phase 1 DeliverableSummary of sanitation-related insights and opportunities. February 2011.
Clean Team Product and Service: Phase 2 DeliverableDeliverable summarizing the design of the toilet, service, and initial branding directions. April 2011.
Clean Team Brand Book: Phase 3 Deliverable
Documentation of the core of the Clean Team brand and communications. April 2012.