Rio Tinto: Brand purpose
With a new CEO and a bold new direction — to change the face of Rio Tinto and lead an industry perception change — we were tasked with creating and embedding a brand purpose that would galvanise one of the worlds largest mining and minerals companies.
Through research and working closely with Rio Tinto we identified that the purpose needed to celebrate the companies pioneering heritage while making people aware of the human benefits of mining — closing the gap from mine to market.
We created a new brand expression that brought the purpose to life through a global photo shoot that focused on the companies people and the contribution they made to wider world.
PURPOSE PHOTOGRAPHY
We worked with Rio Tinto to align it with business strategy and embed it from the inside out. Creating a range of digital and physical content to engage employees in all roles.
My relationship continues with Rio Tinto as Creative Director and brand guardian, planning the external rollout of the purpose globally across a new website, ATL, content and partnerships.