OFFICE HOURS: 9AM—6PM(ISH)
MADE IN NEW YORK, NY
© COMPANY POLICY, 2026
Water is the most essential element in the home and, until Lilli, the least considered. Lilli built what the company describes as the world’s first intelligent water system: a precision-engineered smart faucet combining sensor technology, computer vision, and connected home integration. We built the brand from the ground up.
Problem Launching a genuinely new product category means no existing visual language to borrow from and no established consumer expectation to leverage. The brand had to make complex precision engineering feel intuitive and desirable to consumers who had never been asked to think of a faucet as a technology product.
Solution Brand strategy, visual identity, packaging, product design, and digital presence, all distilled to two core brand qualities: intelligence and customization. A brand that doesn't explain what Lilli does. It demonstrates it.
brand Blending innovation with the everyday, we distilled Lilli’s brand into its essence: intelligence and customization. Our cohesive brand identity, including a distinct symbol, color palette, typography system and tone of voice, was influenced by the Lilli teams’ research and precision in crafting their new system. The brand system showcases the detail of the product and the quality and purity of the water it provides.
activation We partnered with the Lilli engineering team to bring the brand to life working across various product moments both digital and physical. We developed a packaging system that helps walk-through installation and troubleshooting, a UI kit and experience for the app that encourages metrics and personalized data, and informative launch messaging pieces.
Lilli has built what it describes as the world's first intelligent water system: a precision-engineered smart faucet combining sensor technology, computer vision, and connected home integration with the demands of daily use.
Company Policy built the complete Lilli brand from the ground up: brand strategy, visual identity, packaging design, product design, and digital presence, all built around the core qualities of intelligence and customization.
Company Policy TEAM
ADAM KATZ: Creative Direction
NICOLE BANDA: Project Management
TASHA YOUNG: Copywriting
CLAIRE CHOW: Design
Elizabeth Dezeery: Design
CLIENT TEAM
DEREK MCCARTHY
PETER FALT
WOODIE HILLYARD
SITE DEV
SIMPLISTIC
TYPOGRAPHY
FK GROTESK: FLORIAN KARSTEN TYPEFACES
A creative studio that makes brands for humans
It’s 02:32 PM in new york, we’re open
365 days without an accident
A creative studio that makes brands for humans
It’s 02:32 PM in new york, we’re open
365 days without an accident
A creative studio that makes brands for humans
It’s 02:32 PM in new york, we’re open
365 days without an accident
A creative studio that makes brands for humans
It’s 02:32 PM in new york, we’re open
365 days without an accident
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