COPPERWORKS™

the situation

SDI LaFarga is the combination of two powerhouses in the metals industry—Steel Dynamics and LaFarga Copper (based in Spain). Never having developed a unique identity and brand apart from its two parent companies, SDI LaFarga’s copper rod and wire products were seen as mere commodities. Customers typically referred to them as “that copper company.” SDI LaFarga needed to stand out in a highly competitive market where the lowest price usually won the day.

the strategy

We began with our Brand Re-Engineering™ process, which included conducting a Technical Immersion—a deep dive into SDI LaFarga’s products and processes—to identify key differentiators. Based on our learnings from an in-depth assessment and the immersion, we developed a business strategy that would strengthen the brand and elevate its products in the minds and hearts of its customers. We renamed the company COPPERWORKS to emphasize its sole focus on producing copper rod and wire through innovative, efficient, and proprietary processes. We also defined the COPPERWORKS experience, encompassing the brand’s key differentiators and value proposition.

the finished product

Along with naming the company, we developed a new, unified brand identity that included a logo, brand messaging, and photography. We redesigned the exterior of the facility, transforming it from an uninspired building to a source of pride for all who work there. The brand was introduced internally first to build employee alignment and engagement, with each team member receiving a branded launch kit and participating in a live virtual event where company leadership shared their vision for the future. The rollout extended to a full marketing campaign—including ads, an e-newsletter, social media, and case studies—supported by a newly designed website that proudly features photos of the entire team and showcases the company’s proprietary process. We also defined the COPPERWORKS Experience, capturing the elements that set the company apart and elevate it from a commodity provider to a highly valued brand.