Proudly Creating
Better Futures
Freeport-McMoRan EVP Campaign
Client: Freeport-McMoRan
Project: Campaign
Studio: Brunswick Creative
Role: Senior Designer
Employee Photography: Alex Mertz
Year: 2024
Freeport-McMoRan is a modern, responsible copper company that produce the metals the world wants and needs for a better, more sustainable future for all. The mining industry, however, is currently misperceived and doesn’t get the credit it deserves for being technologically advanced, responsible, and safe.
In the face of these misconceptions, Freeport needed to craft an employee value proposition (EVP) that would ignite pride in their employees and engage recruits. The EVP needed to emphasize Freeport’s responsible, impactful, purpose-driven work, highlight its tight-knit culture, and reinforce the benefits it offers.
The design system is rooted in the details of the Freeport-McMoRan logo; a single connection point where three forms meet. That meeting point inspired a flexible grid system that becomes the foundation for the campaign. Rounding out the campaign is a mineral and ore inspired custom color palette and photos of real Freeport employees across the field and office.
