Teck

Teck, known for its sustainability efforts in an industry often scrutinized for environmental impact, sought to communicate its commitment to responsible mining and community welfare especially amongst its on-the-ground workers with limited opportunities for communication. We First developed a comprehensive brand strategy focusing on purpose and ESG pillars to ensure the new brand purpose resonated at all levels—from executives to field workers, employees, customers, and the media. The goal being to create a compounding effect through the force multiplier effect of consistent stakeholder engagement.

Central to activating the strategy was the creation of a new visual identity for Teck’s purpose, which was then seamlessly integrated with its existing brand identity. This visual identity served as a catalyst for cultural transformation, energizing stakeholders across all markets and functional roles – especially on the ground workers who live in areas most affected by company operations. It was rolled across corporate communications, operational signage, and digital platforms, ensuring a consistent look and feel that expressed Teck’s renewed commitment to leading with purpose and sustainable practices.

To ensure employee buy-in and participation, we produced multilingual videos rallying internal leadership and employees across all leadership levels and regions. These videos facilitated co-creation and co-ownership of the purpose activation strategy, fostering a sense of shared responsibility and commitment toward the purpose among Teck’s global workforce. Our approach combined strategic thinking with creative design to deliver a purpose-led brand strategy that resonated with stakeholders around the world and elevated Teck’s commitment to sustainability. The result was to engage employees, fortify culture, and support industry leadership and customer acquisition.