Grupo CAP, the leading iron ore producer and the largest steel producer in Chile, as well as the main steel processor in the Southern Cone, faced the challenge of reformulating its brand and communication strategy. The goal was to clarify its various operational areas and improve both external and internal communication. An exhaustive analysis of the brand was conducted to identify and strengthen CAP's fundamental pillars and accurately define its corporate identity. This involved determining how CAP wanted to be perceived in the market, emphasizing its leadership and commitment to excellence in all its areas of operation.
