New positioning and name to align with an evolved investment strategy

Work began with Ecora in 2020 when the company was still known as Anglo Pacific Group. The company name changed in 2022 as a final marker of how this streaming and royalties business had transformed its portfolio to focus on 21st century commodities – minerals that are essential for a decarbonised, sustainable future.

In-depth C-suite and advisor interviews led to a three-stage strategy for changing the company positioning and name, which involved awareness-raising of the portfolio strategy, communication of a transformational deal and ultimately the change in name. The new positioning established the brief for the naming consultant to work with, as well as the rationale for the investor communications and legal teams.

Final stages of work included announcement statements on the name change, content editing of a new website and the development of a naming rationale for brand guidelines.

Working with Boone Studio and Julian Gorham