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Branding

Wheaton Precious Metals

Red Rocket was an invaluable partner in our efforts to rebrand the company from Silver Wheaton to Wheaton Precious Metals.

Simona Antolak
 /  Mining

For 12 years, Wheaton Precious Metals was known as Silver Wheaton. A company with roots in the mining industry, they were the first to use the ‘streaming’ model to unlock value for their shareholders and their partner mine owners. In a dozen years, they had grown from a small operation with no full time employees to the leader in an international market that they had created.

By the time they approached Red Rocket Creative Strategies, gold streams contributed to about half their revenue, and gold and other precious metals were their growth markets. The company’s success had outgrown their name.

We were honoured to take on the responsibility of developing a new name and visual package, with all the supporting messaging, imagery and associated brand elements to convey the company’s true value to their core markets, including the investment community.

The process of developing a striking, effective, forward-looking brand name is a mix of creativity, research, and strategy. We worked through the development steps from brainstorming to refinement and validation. From a final set of options, they chose the name Wheaton Precious Metals—which retained the sense of the company’s history while firmly establishing them in the gold and precious metals markets.

The stylized W in gold and silver speaks to the breadth of the company’s portfolio and hints at the power of the streaming model, in which value flows back and forth, to the benefit of mines and investors.

The new brand established and reinforces the positioning and personality of Wheaton Precious Metals to its key markets.