Royal Purple

December 18, 2019
Bel-Ray portfolio image
December 24, 2018

Royal Purple Synthetic Oil & Synthetic Lubricants

Royal Purple located in Porter, Texas, produces a wide range of high performance lubricants for nearly every consumer and industrial application. Royal Purple’s founder John Williams was a pioneer in the development of high performance synthetic lubricants and collectively, Royal Purple’s formulators have more than 200 years of expertise in developing high performance lubricants. Royal Purple focuses exclusively on developing state-of-the-art lubricants. Unlike companies that primarily focus on fuel and other petroleum byproducts, Royal Purple’s sole mission is to develop products that significantly outperform other synthetic and mineral based oils. Royal Purple is very active in the lubricant industry and its related associations.

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„The Performance Oil That Outperforms”

Royal Purple needed a complete website rebuild.

Like many of our website projects clients come to us after years of neglect with there website. Bel-Ray was a standard example of this. They always had very good traffic on the site but it had fallen to so much disrepair the old site was unsalvageable. We switched out the host, server, and CMS so everything runs faster with no down time and the security is top notch.

Royal Purple also had three seperate websites one for each of their major clients, Consumer, Comercial, and Industrial. We took all three of these sites and a smattering of other landing pages and mini-sites and coalesced them all into one concise website that is easier to control navigate and keep track of for all the companies clients.


Improving the Retailer Map

The Dealer Locator or Retailer Map, is a tool to help you find Royal Purple retailers & service centers near you. The one on the old site did not work properly for many reasons, the biggest being because the API was not set up correctly. I rebuilt and restyled the Retailer Map so it looked cleaner and worked properly. Also I added some functionality that didn't exist before like the full screen mode, directions that opens how to get there in Google or Waze, and links to the retailers website when it was provided.


The website was designed to be viewed as easily on mobile or a desktop


The other big part of the job was setting up the Investor Relations section for the website. This section is managed by a third party that scrubs the internet for relative news article and other related information. This is also where Calumet keeps their business information like financial reports and stock information. We redesigned this section to match the new website along with integrating some of this information into the website. Like this stock ticker at the bottom of the home page.

The Oil Selector section was managed by a third party but designed by us

Retailer & Service Center Map page shows where Royal Purple Products are sold


Royal Purple Miss GEICO social media campaign had a few different videos we put together.


Tasked to Create Social Media Assets

We built many images and did post production, and filming for Royal Purple's social media channels like youtube and instagram.

Famed builder and longtime host of Search & Restore, Tim Strange, and Davey Hamilton, racing legend and Royal Purple's Director of Sponsorships, are excited to share all of the changes coming to our infamous panel truck. Stay for the whole video because Tim flips the script and digs to learn more about Davey Hamiton and his legacy. Keep up-to-date with this build by following #rpPANELTRUCK.

We spent some time with the longtime host of Search & Restore Tim Strange during SEMA 2017. The owner of Strange Motion Rod & Custom discussed what it's like living his dream job, how he gives back, and an upcoming project with Royal Purple.