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.

A second series of ads.

Ad design for chow baby!, gourmet vegetarian and vegan food made from fresh ingredients by two chefs in Austin, Texas.

A series of ads.