The key branding objective needed to reflect the structural realignment and present a new position in the market for two unique brands with international appeal coming together as one unified and strong company. We fused two entities together one descending from the east while the other deeply rooted in the west to create a brand identity which unified a single commitment for change.
HG is a subsidiary company of Glencore, one of the world’s largest globally diversified natural resource companies. Founded in the 1970s as a trading company, they have grown to become a major producer and marketer of commodities - employing 160,000 people around the world. We were commissioned for a rebranding project following a significant merger.
The introduction of the new brand identity and name leveraged brand equity from two established brands. We developed the name, the brand identity for print and digital touchpoints including the brand identity master file, messaging and positioning, tone of voice, website UI design, brochures, presentations, messaging and brand environment.