Novelis Share: SMITHRAIS NYC Score Case study score 5.0 Date Published 23 August 2023 Reading Time 1-Minute Read Differentiating commodity brand Objectives The global leader in sustainable manufacturing of recyclable aluminum. To clearly position Novelis, we used the business model (circular economy) as a value proposition in justifying commodity products at higher market value. Results Impact of market differentiation in brand demand. Effectively implemented brand consistently, in over 30 countries and 40k employees. Shift perception of the brand from industrial manufacturer to sustainable. Communicate circular economy, environmentally safe, employees safety first, and progressive 21st-century company. Deliverables Visual identity system. Brand guidelines. Video content. Digital properties. Website design. Trade show design.