CLEVELAND—Edward Howard is helping global mining and natural resources company Cliffs Natural Resources, formerly known as Cleveland-Cliffs, change its name and launch its new brand identity. The brand was launched last month with employee events, ads in national financial publications and local newspapers, new flags, signage and branded items, and a redesigned website with a section devoted to the new brand. Edward Howard developed the new brand, name, and visual identity for Cliffs and oversaw the multi-media introduction.
According to Christine Dresch, manager of corporate communications for Cliffs, the firm’s corporate branding strategies “helped reposition Cliffs to better reflect the transformations that have taken place in our company and will provide us a logical platform as we continue to grow.”
Other recent branding clients include the Cleveland accounting firm Maloney & Novotny and Dayton-based App Architects and GEMCITY Engineering and Manufacturing. In addition, work is underway on branding assignments for several new clients, including Mansfield Industries, a precision metal components manufacturer in Mansfield, Ohio.