ARM Reedbeds
ARM Reedbeds is a specialist provider of natural wastewater treatment systems, delivering expertly engineered reedbed solutions for a wide range of residential, commercial, and rural applications. Our challenge was to design a clear, confident brand and a new website that simply and effectively communicates what ARM Reedbeds does and how its systems work. By transforming complex technical processes into easy-to-understand explanations and visuals, the new identity makes sustainable wastewater treatment accessible to everyone — from homeowners to planners and professionals — while reinforcing ARM Reedbeds’ expertise, reliability, and commitment to environmentally responsible design.
DELIVERABLES
BRANDING
PRINT DESIGN
WEB DESIGN
INFOGRAPHICS
PHd began by helping Makesitshine develop the brand name, creating something bold and memorable that could stand out in a competitive market. The goal was to capture the company’s disruptive, confident approach while remaining versatile — a name that could be read in two ways: the professional “Makes It Shine” and the slightly ruder, attention-grabbing “Makes S*it Shine.” This clever duality gives the brand personality, makes it instantly recognisable, and perfectly reflects its fun yet high-performance identity.
The rebrand of ARM Reedbeds focused on clarity, confidence, and approachability. We refined the visual identity to better reflect the company’s expertise in natural wastewater treatment while removing unnecessary complexity. A considered colour palette, cleaner typography, and a more structured tone of voice were introduced to create a brand that feels professional yet accessible, positioning ARM Reedbeds as both an authority in the field and a trusted guide for clients navigating an often technical subject.
The bespoke iconography system and website design were developed hand in hand to create a cohesive and intuitive user experience. Custom icons are used throughout the site to visually support content, guiding users through ARM Reedbeds’ services, processes, and benefits with clarity and consistency. Combined with a carefully structured layout, clear navigation, and strong visual hierarchy, these elements work together to simplify complex information and lead visitors naturally through the site. The result is a website where design and function are fully aligned, making it easy for users to understand what ARM Reedbeds does, how its systems work, and why its approach to natural wastewater treatment is so effective.
Quote from the customer
From the very beginning, they really took the time to listen and understand what we do and why it can be difficult to explain. They managed to take something that’s quite technical and turn it into clear, simple information that anyone can understand. The new website and visuals feel approachable, professional, and genuinely represent us as a business. We’re extremely happy with the end result and have had great feedback from clients who now ‘get it’ straight away.
CLODAGH MURPHY | RESEARCH & DEVELOPMENT MANAGER
We redesigned an entire suite of infographics to explain ARM Reedbeds’ various treatment processes in a clear, engaging, and consistent manner. Complex systems were distilled into step-by-step visual narratives, combining iconography, diagrams, and plain-language explanations. These infographics play a crucial role in demystifying wastewater treatment, enabling users to grasp intricate processes quickly and with confidence.
Together, the rebrand, iconography, website, and infographics create a unified and effective communication platform for ARM Reedbeds. By translating technical expertise into clarity and understanding, the new brand presence empowers ARM Reedbeds to reach a wider audience, strengthen trust, and clearly demonstrate the value of their sustainable treatment solutions — ensuring their work is understood, appreciated, and easily accessible to all.
