Century is a major aluminum producer in the US, operating smelters in South Carolina and Kentucky, and globally in Iceland. Over a million tons a year. Unfortunately, the demand for aluminum far exceeds the production. And, with most of the world's aluminum produced outside the US, Century knew it needed to expand. But that meant outside investment. And getting funding meant having a strong brand presence with a powerful story and a meaningful position that would connect with investors, rally partners and inspire its empolyees.
It was time to reposition the brand, and build a new story that could launch Century's next chapter.
We the brand's anthem through video, introducing an engaging new positoning statement and cementing our purpose, an emotional connection we shared with our empoyees and for the good of their communities. The message set a tone for our company expansion goals and established our commitment to the global demand.
Building core values and mission statements that bring the company and its employees together.
Throughout plants and across our B2B platforms, the work continues to support the new brand statements and establish a powerful human connection. Goal: we aren't some big, cold company. We're about sustaining growth for the country and around the word, about supporting the our employees and their communities. And leading the sustainable future of the industry.
Next, it was time to bring the brand to life in terms of its voice, its style and its persona. That meant establishing a creative strategy that would power an entire brand guideline, here are a few pages.
All in all, the brand became known–in the industry, in the country, in the world. And it is beginning to pay off with a new partnered investment and the building of a new high-tech smelter in Inola, OK.