Chemistry.
Pure. Efficient.

Purifications.com was developed as a dedicated microsite for Zeochem’s chromatographic gels portfolio, requiring alignment with the parent brand while also supporting specialized product filtering and international market needs. The platform needed to serve technical product audiences with clarity and precision while fitting within Zeochem’s broader digital ecosystem. I led the rebuild as a fully custom WordPress theme with minimal plugin dependencies, following the same architectural principles used across related Zeochem web properties.

A major focus of the project was bringing the microsite into closer alignment with Zeochem’s established brand standards. The interface was structured to maintain consistency in typography, layout structure, and visual hierarchy so the site would feel connected to the parent brand rather than functioning as a disconnected standalone product experience. This created a more unified presentation across platforms while still allowing the microsite to support the distinct needs of a specialized product catalog and technical audience.

Product discovery was central to the rebuild. Advanced filtering capabilities were developed to allow users to sort products by functional group, particle size distribution, and other technical specifications relevant to the catalog. This made it easier for users to navigate a complex product set and identify the materials most relevant to their needs. The experience was designed to support efficiency and clarity without introducing unnecessary friction or forcing users through an overly complicated search process.

A dynamic measurement toggle was also implemented to switch between unit systems globally across the site. This functionality was especially important for international markets, allowing seamless conversion and display changes without page reloads or duplicate content structures. Performance optimization and architectural simplification improved both front-end speed and CMS usability, creating a faster and more maintainable platform overall while supporting a smoother experience for both users and internal teams.

The result is a streamlined, brand-aligned custom WordPress microsite designed for product clarity, precise filtering, international usability, and long-term scalability.