Purolite
Dedicated creative design for a scientific audience
A world leader in resin-based separation
Part of Ecolab, Purolite is a global developer, manufacturer and supplier of ion exchange, catalyst, adsorbent and advanced polymers. With facilities across the globe, the organisation is focused exclusively on resin technology and prides itself on solving water and process challenges in pharmaceuticals, life sciences and beyond.
A (Design) extension of the marketing team
Purolite had ambitious plans with its marketing back in 2020, but the size of its team didn’t match up to its objectives; it needed support. Orientation Marketing was called upon to act as an extension of the Purolite marketing team, mainly to provide creative design support. Specialising in pharma, our creative design experience would be highly relevant for Purolite; all design work created by the agency is solely intended for a scientific audience. We would approach any design work with the researcher in mind - focussing on the visually appealing without being too clever but keeping things simple to communicate a complex matter effectively. The retainer-based design model we offered meant we could fully support ad hoc design work, turning work around in a quick manner.
Creation of new templates
The first stage of the design project was to create a clear brand identity for Purolite across all its sub-brands. Following Orientation Marketing’s branding process - from discovery to strategy and messaging to identity design - we were able to get deep into the Purolite offering, from an external perspective, and then shape all marketing communications moving forward. From a range of designs, we collectively agreed on the direction for the Purolite brand, via an iterative process, which then formed our guidelines document, and then the “house style” was introduced within all of Purolite’s new templates.
Templates and designs included print and digital ads, whitepapers, application notes, brochures/flyers, scientific posters and social media updates (primary for LinkedIn). We provided editable source elements for all templates, enabling Purolite to edit, modify or resize any of the work to meet other applications, as their marketing team grew.
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“We have been working closely with Orientation for several years and have greatly benefitted from their understanding of the sector and meticulous attention to detail across a variety of marketing projects. They have been an extension of our marketing team, providing an extremely responsive level of service with excellent communication throughout. For companies working in the Life Sciences arena, I would highly recommend the Orientation Marketing team.”
CBD Video
Alongside providing design support, we began production of a new CBD video. Purolite's resin technology can maximize yield with reverse phase chromatography to separate CBD in high purity from the cannabis extract. This is what we were tasked with communicating in a 2-minute animated video that consisted of primarily motion graphics (following a consistent style to some of Purolite’s other videos). Text, graphs and icons were animated with a professional and clean look and feel, delivered with voiceover over a subtle background, all remaining consistent with the Purolite brand which we were expanding on within our other design-based work.
Driving website users via Google Ads
We were also commissioned to manage Purolite’s Google Ads campaigns. Purolite had previously been running Google Ads, but the account was built and structured in an inefficient manner, which would restrict our ability to achieve high-quality and optimisation scores. We decided to rebuild the Google Ads account, following best practices, and properly integrating other tools such as Google Analytics in the process.
A complex set of campaigns and ad groups, that represented Purolite’s pharmaceutical, medical devices, nutraceutical and analytical testing capabilities, were created within two geographical regions. This highly segmented approach provided us with the opportunity to make granular changes and present them back to the client within a new reporting template. 432k impressions and 14.9k clicks were recorded within the 2022 period, where we were able to significantly increase Purolite’s visibility on SERPs and drive good quality users to the Purolite website.