Why Icon Water?

Some facts about ACTEW Water and Icon Water

ACTEW is an unlisted public company with assets and investments in water, wastewater, electricity and gas. ACTEW is owned by the ACT Government and has corporate reporting and compliance obligations under Corporations Law. Legislation governing the supply of water and sewerage services includes the Utilities Act 2000, Water Resources Act 2007, Environment Protection Act 1997, Water and Sewerage Act 2000 and the Public Health Act 1997. 

ACTEW owns and manages the water and sewerage business and assets in the ACT and is a 50% owner of ActewAGL, a joint venture with AGL Energy Limited and Singapore Power. ACTEW has two wholly owned subsidiary companies: ACTEW Retail Limited and ACTEW Distribution Limited, which are ACTEW's partnership companies in ActewAGL.

ACTEW's functions were originally performed within the Commonwealth Public Service (the original Cotter Dam was constructed from 1912-1916). In 1962 the Australian Capital Territory Electricity Authority (ACTEA) was formed. In 1988 the Australian Capital Territory Electricity and Water Authority (ACTEWA) was established. ACTEWA was abolished in 1995 and ACTEW Corporation Limited was established under the Corporations Law on 1 July 1995.

On 1 July 2012, ACTEW resumed management, operations and maintenance of our water and sewerage assets and business. This was previously undertaken by ActewAGL on behalf of ACTEW.

The icon theme also draws on the contributions that our organisation has made to the lives of Canberrans and the region over the last 100 years – whether that’s an environmental, economic or recreational contribution.

The name Icon Water is not just a name however, it expresses a brand promise to our workforce and to our community about who we are and what we do. Our brand promise is one of quality, value and trust. Quality in the products and services we provide; value in the product that the community receives and enjoys; and trust in knowing that our people can and will deliver in the most sustainable and efficient way.

Whether it’s running through the sprinkler as a kid; spending lazy afternoons picnicking by our dams and rivers; or how we managed our lives during the millennium drought – water is an icon for how we live.

Why rebrand?

ACTEW Water has experienced ongoing brand confusion with ActewAGL for many years. We need to eliminate this brand confusion once and for all.

Given the changes in our organisation over recent years, the name ACTEW Water is no longer strictly relevant to what we do and who we are as a business. For example, we are no longer involved in providing “electricity” and we needed to stop making reference to it in our name (ACTEW: ACT Electricity and Water).

Importantly, this rebrand has provided us the opportunity to refocus the organisation for next 100 years, ensuring we are a relevant, focused and trusted water and sewerage utility for Canberrans.

What work has gone into the rebranding process?

A significant amount of work has occurred with the whole of our workforce through interviews and workshops to really explore deep into the culture, and aspirations of our people. This process which has occurred over the last year was important to ensure we were heading in the right direction and that our brand could in fact emulate our aspirations as an organisation.

When will the community start to see the new Icon Water roll out?

Our organisation will start to roll out the new brand over the next six months. The community will start to see Icon Water from early next year as we change our billing systems, our digital presence and the badging of our people and assets. Future decisions will be made with regards to the rollout aspects of the new brand and we plan to take a pragmatic and prudent approach to the implementation to strike a balance between maximising the impact of the rebrand, and minimising costs where we can.