The brief
The Copper Sustainability Partnership (CuSP) was created when two competitors -Lawton Tubes and Mueller Europe - joined forces to challenge plastics greenwash and champion copper as a genuinely sustainable material. They needed a clear, unifying narrative that could bring both businesses together and inspire the wider industry to think differently about environmental responsibility.
Our approach
Our approach began with alignment and we brought both organisations together in a brand workshop to explore their motivations, values and vision. This insight became the foundation for a unified brand identity - one voice, one purpose, one story.
From there, we wove strategy and creativity into a master narrative that made CuSP’s mission accessible, memorable and distinctive, ensuring the partnership felt like a single, coherent force rather than two companies speaking side by side.
With the story defined, we activated it across a wide range of channels - online and offline, owned and earned, internal and external. We launched the brand through press, digital platforms, video content, stakeholder communications and even on Lawton Tubes’ lorries, turning everyday touchpoints into moving billboards!
Each channel played a different role, but all carried the same narrative thread, creating a consistent and compelling presence that built recognition and credibility quickly.
The impact
The results demonstrate the power of a blended approach. In the first six months, the new brand attracted over 25,000 website sessions and 23,000 YouTube views. Press coverage grew to 27 pieces, five new organisations joined the partnership and the campaign reached 3.7 million people in its first year.
CuSP didn’t just launch - it landed with impact, proving that when insight, creativity and channel strategy work together, a story can reshape an industry.
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