Brand Identity

Agency: Common Good


To signal the company’s commitment to reducing the environmental impact of the steel industry, with their revolutionary new production process, Blacksmith Materials has rebranded as Alterna.

Advertising agency Common Good paved the path forward by developing the new company name, the logo, and its overall visual identity. The name “Alterna” was selected to telegraph the company as the alternative to the old method of metal production.

The U.S.-based technology company is focused on advancements that eliminate nearly all the greenhouse gas (GHG) emissions typically associated with refining iron and steel (one of the largest contributors of emissions today). It essentially allows companies to make steel using less energy for a lower cost. Full adoption could reduce global GHG emissions by at least 4%.

The logo was established to look timeless but with a modern aesthetic—making Alterna the pinnacle of future steel production. The “A” symbol was designed to be an abstract representation of extruded metal from the mill, and the wordmark is set in a humble yet future-looking typeface.

This professional campaign titled 'Brand Identity' was published in United States in September, 2022. It was created for the brand: Alterna, by ad agency: Common Good. This Integrated medium campaign is related to the Industrial, Agriculture industry and contains 5 media assets. It was submitted about 1 year ago.


Agency: Common Good
Creative Director: Andy Dutlinger
Associate Creative Director: Emma Bryant
Copywriter: Mia Godwin
Designer: Kent Ervin
Production Designer: Kristin Goulet
Client Director: Daniela Reyes
Strategy Director: Stefanie McNabb

Client: Alterna
VP Marketing and Communications: Michelle Ostrander


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