The change

 

Hygiene innovator, Ecolab, is continually pushing boundaries to create new and improved products, and its latest innovation, Maxx Synbiotic, is no different.  With impressive performance and significant environment benefits it upholds and reinforces Ecolab’s commitment to ‘protecting what’s vital’.

Our campaign uses the ‘Activated circle’ as a key visual to represent the continuous cleaning action made possible by Maxx Synbiotic. This standout visual created continuity and distinction across all media, generating significant media attention and heightened customer interest ahead of the official launch in September.

A graphic on a clean white background centred around a continuous circular ring gradient ranging from light cyan to deep cobalt blue. Inside the loop, the "MAXX Synbiotic" logo is positioned above blue text that reads "The clean that cleans on and on", followed by "and on and on" and "and on and on." in decreasing font sizes to symbolise long-lasting action.
A three-step design progression showing the evolution of a circular ring motif from a brushstroke sketch to a polished 3D gradient ring.
An angled photograph of an open multi-page brochure spread resting on a light blue surface. The left white page contains minimal introductory text under the MAXX Synbiotic header addressing industry challenges. The right page features the signature blue gradient ring framing main headline copy ("Introducing the surface cleaning range that cleans on and on..."), secondary body text, and a key highlight box outlining product benefits.
An angled photograph of a closed brochure front cover resting on a soft blue background. The white cover displays the Ecolab logo in the top-left corner, the signature blue gradient circular ring in the centre enclosing the "MAXX Synbiotic" logo and recurring slogan typography, and a row of colourful product bottles positioned along the bottom.
A smartphone mock up displaying a B2B social media feed post for Ecolab's MAXX Synbiotic product against a light blue background.
A two-part layout showing the outer and inner spreads of a four-panel concertina-folded blue brochure for Ecolab. The top spread features a bottle silhouette with introductory copy on the left and a continuous repeating "on and on" typographic pattern across the remaining panels. The bottom spread divides core messaging into four distinct sections titled "Carries on cleaning", "Tough on organic dirt", "Easy on the planet", and "Based on science", concluding with a QR code call-to-action and Ecolab branding.

It was an honour to partner with Ecolab in launching their groundbreaking Maxx Synbiotic product line – an ingenious patented formulation that uniquely combines probiotics and prebiotics. The success of this launch stemmed from marrying a powerful concept with distinctive design elements, all communicated with simplicity and precision.

Jo Green, Group Director, Client Services

Why it matters

30 k

Visitors from over 143 countries attended the launch at industry event Interclean in 2024

13 Languages

Translated into 13 languages and launched to approx. 500 Ecolab Europe colleagues successfully

A sequential series of three digital advertising screens along an escalator wall displaying a MAXX Synbiotic campaign by Ecolab.
A black street-level digital totem billboard positioned against a light grey concrete panel wall featuring sharp diagonal sunlight and shadows. The screen displays nested blue gradient circular rings encircling central text reading "MAXX Synbiotic" and "The clean that cleans on and on, and on, and on, and on, and on.", anchored by the Ecolab logo at the bottom.
A print magazine advertisement mock up set against a light wood panel background. The page features a vibrant blue backdrop with a white silhouette of a cleaning spray bottle filled with blue text reading "INTRODUCING THE REVOLUTIONARY SYNBIOTIC RANGE...", followed by "ON AND ON AND ON" repeating down the bottle. The top right corner includes a QR code and call-to-action inviting readers to scan for a free sample at Interclean, anchored by the Ecolab logo in the bottom right.

Client

  • Ecolab

Deliverables

  • Communications Planning
  • Presentation
  • Product & Service marketing
  • Social Media
  • Strategic Consultancy
  • Value Proposition

Additional Credits

  • N/A

Our Projects
See all work

Ecolab
Isuzu UK
XPENG