Orenda advertisement

2009 Orenda advertisement

2009 Orenda advertisement alternate

Creation of Orenda’s first round of print advertisements. The top one is more brand based, bottom one is more product based.

As an eco-friendly solution for algae, stain and scale prevention, it was important to demonstrate their core proposition of “prevention science in harmony with nature, without compromise.” I chose the underwater shot as a way of showing the results of using products like Orenda rather than telling. One of the biggest ways that a lot of people relate to pools and chemicals is in an unnatural way, the smell, feel and taste of chlorine, and I wanted to show something different — like the clarity of a glass of water, the pool from below was blue, natural and calming, demonstrating everything I wanted to communicate about the Orenda product line.

One other thing about Orenda’s products — unlike other green products — is that it’s actually less expensive over time. And that message was very important to my client, and so it I used it in the copywriting of my first comp.

For font, I used Futura for this piece because it’s so straightforward and efficient.

posted on: April 20, 2009
filed in: work

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