scw creative

Orenda Technologies

Creation of Orenda’s first round of print advertisements. Number one is more brand based while the second and third ones are 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.” We 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 we wanted to show something different — like the clarity of a glass of water, the pool from below was blue, natural and calming, demonstrating everything we 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 we used it in the copywriting of our first comp.

For font, we used Futura for these pieces because they need to be straight, clean and to the point.

posted Apr 2009 in advertising campaign development concept copywriting print design typography - permalink