Creating a website that expresses – and celebrates – the nonconformist culture of a global mining group.

Operating across five continents, First Quantum Minerals is a mining company that’s built differently. In an industry dominated by process and hierarchy, it runs lean, thinks fast, and trusts its people to make decisions on the ground. That decentralized mindset shapes how the business operates – and how it succeeds.

Following an earlier campaign that helped the company communicate its societal value for the first time, we were asked to go further: to define a clear brand narrative and design a website that would reflect how First Quantum really works.

The result was, “We take a different view”, a positioning that captures the company’s nonconformist culture and forms the creative foundation for a bold new digital experience.

The challenge wasn’t to make First Quantum feel like a traditional mining company – it was to reflect what makes it different in a way that felt confident, credible and cohesive.

We embraced First Quantum’s decentralized spirit as the core design and narrative principle as we set out to demonstrate what a different view could look and feel like online.

• Architecture built for how the business thinks: We stripped out legacy navigation models in favor of a faster, flatter experience that mirrors the company’s real-world pragmatism.
• A focus on people, not platitudes: To ground the brand in reality, we highlighted individuals across the business. Their perspectives shaped the story – showing how autonomy, not process, drives outcomes.
• Proof through storytelling: Over 30 stories were commissioned, filmed and integrated across the site. These narratives do the heavy lifting – delivering nuance, credibility and a sense of lived experience.
• Visual consistency with a point of view – The core idea informed every element, from bold typography to layout rhythm, creating a distinctive brand experience that’s recognizably First Quantum.

The resulting website tells the story of First Quantum Minerals, establishing transparency and showing its positive impact while embodying the culture that sets it apart.

“The new site looks fantastic. It truly stands out as a differentiated mining company to the market through the lens of this site. We are proud to be associated with it.”

James Devas,
Corporate Affairs Manager, First Quantum Minerals