As a young company Xstrata had adopted the standard visual identity of the sector in order to sit comfortably alongside its competitors. A new direction was required now it was competing and in some cases beating the performance of others.
‘Vital resourcing’ captured both the youthful energy of the business and the fundamental role that it plays in global commerce, community support and both responsible and safe mining practice.
Using this rich creative territory a vibrant and colourful set of brand assets was created including a ‘tapestry’ and bespoke typeface to represent the richness, diversity and character of the employees, communities and countries that are an integral part of the Xstrata brand.
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