Business Challenge Cliffs Natural Resources had been a major player in mining of natural resources for years, but had never focused much on the Cliffs brand. With competition growing internationally, Cliffs wanted to grab the attention of Wall Street.
Strategy Create a unique look and feel for the Cliffs brand and launch it at a coming out party at the NYSE in front of top investors.
Results The New Cliffs Natural Resources brand was launched in 2011 to top NYSE investors and received it's highest stock rating ever. The rebrand included print, outdoor, website while the event featured invitations, stage design, conference kickoff video, microsite, presentation slides and more.