XSTRATA DIFFERENCE by Futurebrand for Xstrata

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XSTRATA DIFFERENCE

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Industry Books
Media Design & Branding
Market United Kingdom
Agency Futurebrand
Released October 2011

Credits & Description

Category: Publications & Business Communications
Advertiser: XSTRATA
Product/Service: DIVERSIFIED MINING
Agency: FUTUREBRAND
Global Head Of Strategy: Tom Adams (Futurebrand Worldwide)
Managing Creative Director/Corporate: Stuart Dickinson (Futurebrand London)
Senior Designer: David Waters (Futurebrand London)
Client Services Director: Robbie Stringer (Futurebrand London)
Senior Account Manager: Daniel Aarons (Futurebrand London)
Production Manager: Glenn Farnham (Futurebrand London)
Strategy Consultant: Sandra Marichal (Futurebrand London)
Digital Director: Simon Jenkinson (Futurebrand London)
Account Executive: Tanya Bound (Futurebrand London)
Media placement: Brand Book - Company-Wide Internal Distribution To 2,000 Staff - October 2011
Media placement: Values Poster - Company-Wide Internal Distribution To 70,000 Staff - October 2011
Media placement: Xstrata Stories - Company-Wide Internal Distribution - October 2011
Media placement: Brand Guidelines - Company-Wide Internal Distribution - October 2011
Media placement: Stationery - Company-Wide Internal Distribution To 70,000 Staff And To A Constant External Audience - October 2011

Describe the brief from the client

Xstrata is a major global mining business and one of the most admired companies in the FTSE 100. FutureBrand were asked to work with the global executive team to help codify the values that had been central to its huge success and to capture its difference as a company. This was motivated by a desire to inspire the next generation of leaders to build not just a leading mining company, but a leading 21st century global corporation based on the strong principles of its founding team.

Describe the challenges and key objectives
Our clients were clear that this was not about a simple identity change or ‘positioning’ Xstrata through polished corporate advertising. Instead, it was an ‘inside-out’ process designed to help Xstrata’s employees feel proud of their company and to understand the fundamental differences that set it apart from its competitors.

Describe how you arrived at the final design
Working with colleagues across the organisation, we defined a unifying idea – ‘vital resourcing’ – that captured both the youthful energy of the business and the fundamental role that it plays in global commerce. We then formalised a set of values that were already deeply ingrained in Xstrata’s culture.

We developed a powerful creative territory that offered the potential for real tonal and visual differentiation. Gone were the images of hard hats and holes in the ground, and in came a vibrant and colourful tapestry of local art and imagery reflecting the countries in which Xstrata operates.

Give some indication of how successful the outcome was in the market
The new positioning, values and visual identity have been rolled out across the global business – signalling a new era in Xstrata’s development and providing a powerful platform for future growth.

Thras Moraitis, Executive Committee member and Executive General Manager, Group Strategy and Corporate Affairs, said of the project: “It is our ambition to be a great 21st century corporation, as well as a leading mining company. FutureBrand helped us to express our difference in a way that will motivate future generations of Xstrata people to make that vision a reality.”