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Repositioning copper to increase its benefit to society

Client: Copper Alliance


The copper industry was represented by a network of more than 30 separate trade associations around the world coordinated through the International Copper Association (ICA) in New York. Each association promoted the various properties of copper to diverse stakeholders, with the main goal of defending against substitution. The ICA recognized the opportunity to reposition copper, but needed to unite the network to do so efficiently. And, they needed a clear positioning strategy and tools to align everyone’s efforts.


With participation of stakeholders across the copper value chain, we created and tested a series of positioning scenarios for both copper as a material and the network of associations that promoted it. The resulting positioning strategy united the network under a new Copper brand and a new organization called Copper Alliance.

The organization’s purpose was redefined to include promoting copper for applications where its superior performance created the highest benefit to society. One of the most important of these new activities was to promote the use of Antimicrobial Copper touch surfaces. (See Antimicrobial Copper brand development case)

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