Licon, Trade Pub Ad

Licon was owned by a brilliant guy who had a ton of patents in very science-y stuff. Technology for desalination to provide people water in water-challenged places, and in this case, machines that reduced industrial waste water by as much as 100 times through a totally natural evaporative vacuum process.

For this trade pub ad, I wanted to express the that “au natural” feeling (even though it’s actually done by gigantic machines) thru a spare, simple design, with the circle-justified text evoking the earth.