With a $960M valuation, 29Metals was one of the largest IPOs in Australia in 2021. Designate was tasked with creating a new brand that would capture the imagination of investors and reflect the potential of copper in the profound transformation of our economy.
Building brand value from scratch is always a difficult task, especially when it needs to be completed quickly and represent over $400m of private equity investment. Designate adopted an agile approach, corordinating a diverse group of stakeholders, including the client (EMR Capital), the teams on the ground, seasoned analysts and prospective investors. We conducted interviews, workshops and co-working sessions to develop key insights, leading to a value proposition that would appeal to investors looking for a high-yield, future-focussed portfolio opportunity.
The 29Metals name references the atomic number of copper, clearly showcasing the focus of the business. This distinct name helped build early brand equity, and contributed to raising interest and capital quickly, without decades of reputation to rely upon.
Our brand strategy was summarised in the brand promise: ‘unlocking value to empower the future’. It combines their substantial organic growth pipeline, coupled with the role of copper as an essential resource to power a clean energy future.
Visually, the new brand references the periodic table as inspiration for a modular visual identity system. This was applied to all brand applications, from the new corporate website to printed publications. The combination of a rich navy blue with burnt umber was designed to appeal to affluent investors and reinforce the premium positioning of the brand.
The new website caters to the investor audience but also makes a compelling case to customers, employees and other stakeholders, with a focus on the communities where 29Metals operates.