Protecting and promoting an infinitely recyclable resource
As the UK’s leading manufacturer of aluminium drinks cans, Novelis takes its responsibility to instil good recycling behaviour seriously.
Novelis works to establish aluminium as the lighter, infinitely recyclable material of choice, shaping the future of design in transportation, packaging, electronics and architectural markets around the globe.
In 2016, Novelis asked Resource Media to redesign its consumer-facing Think Cans website as a way of raising awareness about where aluminium comes from, how it is produced and how easy and beneficial it is to recycle.
We developed audience personas to guide our thinking and set down a comprehensive SEO strategy to inform site structure and terminology. A specialist illustrator helped to define a fresh new look and feel to appeal to diverse audience groups, and qualified teachers created new, bespoke educational resources tied tightly to the national curriculum.
The new Think Cans website has only just launched, but already Novelis is thrilled with the result. We look forward to reporting back on how the site performs once it’s racked up some data.