Marriage

When Sims Group and Metal Management, two giants of the global metals recycling business, merged, they needed a new face for the world – one that reflected the coming together of equals. Headquartered in Chicago and Sydney respectively, these two corporations were previously key rivals.

A great brand says many things to many people, offering both clarity and depth. This one had to take a fresh, revitalized entity into a new era in a way that not only respected the proud histories of both corporations, but also echoed the diversity of what they do.

Precinct won the privilege to marry the two under a new Sims Metal Management brand over some of the biggest and best branding firms on the planet. We delivered an identity that embodies strength, unity, integration and continuity, and deftly incorporated elements of both corporations’ previous brands.

The result is strong and overarching, yet limber enough to embrace the core sub-brand of metals recycling as well as electronics recycling. One side of the business is commodities based: recycling ferrous, non-ferrous and electronic resources. The other, smaller sub-brand is service-based recycling and includes the wholesale data cleansing of computer hardware for reuse.  Internally, a new brand strategy to address the need to bring people together from two merged corporations is now being implemented by Precinct. An internal communications strategy is also underway.

Precinct managed the brand from its integration strategy, establishing a visual identity on a global scale, right down to the design of uniforms, helmets, global website, online style guide, presentations, annual report, internal newsletter, banners and stationery. Precinct is structured to deliver broad, comprehensive solutions.