Although the acronym signifies it is the Aluminum Company of America, Alcoa has been a major player in the Australian economy since 1963; in turn, Australia has become one of the world’s top producers of bauxite, alumina and aluminium.
As part of a broader brand redefinition project to consolidate Alcoa’s position in the country, undertaken by Bonser Design, we crafted a commemorative booklet celebrating its legacy and the role of recyclable aluminium in modern Australian life.
It chronicles the journey from the initial bauxite exploration in the Darling Ranges to significant milestones like the first exports to Japan, ASX listing, and the rehabilitation of the Jarrahdale mine.
The booklet also highlights interesting facts and unique applications of aluminium, including Dennis Lillee’s iconic cricket bat and the Sydney Olympic Torch.
These short stories, complemented by the booklet’s sleek design and metallic finishes, embody Alcoa’s refined brand positioning: “Aluminium … part of our everyday lives.”
Outcome.
I can clearly state that I am delighted with the outcome of the project – positive feedback has been universal. Please pass on my thanks to your staff for a very successful exercise.”