The Copper Sustainability Partnership (CuSP) was created by two competing copper tube manufacturers, Lawton Tubes and Mueller Europe. The pair joined forces in March 2021 to promote the environmental benefits of copper and fight back against the plastics greenwash.

CuSP challenges the norm and is breaking the mould to achieve greater environmental thinking, insight sharing and collaboration, using copper as the driving force for a better future. The Partnership needed Liquid’s support in crafting the narrative and communicating these important messages.

Following the closure of the Copper Development Association in the UK, the country’s copper industry was left without a voice for their products. Following discussions between the managing directors of Mueller Europe and Lawton Tubes, the decision was made to create an independent organisation to promote copper and build on the growing demand and clamour to use more sustainable products in construction.

Liquid was appointed to build a name, brand and narrative, develop a strategy and launch the organisation.

Liquid's approach included:

• Developing a strategy to define TOV, market positioning and a narrative, which included vision and mission statements and values
• Hosting a brand workshop and developing a range of brand concepts to unify the two businesses, helping to create one voice and one organisation.
• Building a website from scratch including design, development, copywriting and wireframes.
• Implementing digital marketing, SEO, PPC, content creation and establishing social media channels.