Setting the stage for the future while honoring the past

For more than 30 years, Pall Water was a trusted name in water filtration, but business and ownership changes meant the brand needed a new name and identity. The rebranding effort needed to reflect the brand’s strong reputation in the marketplace; foster trust with customers, prospects, engineering firms, and third-party reps; and honor the dedication, passion, and hard work of its associates.

With a focus on durability and reliable performance, the new brand promise served as the foundation for naming and logo creation. The result – Aria Filtra – celebrates decades of filtration experience and a reputation for high performance by combining the name of the brand’s industry-leading solutions (Aria) with the Latin word for filter (Filtra). The launch plan was carefully constructed to optimize budget and effectiveness by reaching municipal and industrial audiences through email outreach, digital and print advertising, tradeshows and conferences, videos, and more.