CRU, the global commodities experts, today unveils a refreshed identity aimed at elevating the customer experience and bringing greater clarity to an increasingly complex world. As global commodity markets undergo rapid transformation— from volatile market cycles to today’s pressing challenges in supply chain, decarbonisation, and the energy transition —refreshed CRU brand structure makes it easier for clients to access the intelligence they need, when they need it.
With over 55 years of delivering comprehensive coverage of commodity sectors and industry value chains, CRU has earned a trusted reputation for delivering independent, expert intelligence built on unrivalled data, unbiased insights, and strategic thinking. The rebrand reflects its commitment to helping businesses navigate today’s evolving market landscape with clarity, confidence and speed.
David Trafford, CEO at CRU, comments:
“CRU’s refreshed identity is more than a visual update - it’s a renewal of the commitment we’ve upheld for over five decades: to deliver the most relevant, strategic intelligence in a rapidly evolving industry. As the world changes, we’ve evolved with it, expanding our expertise, technology and global presence to ensure we stay ahead of our clients’ needs. Like a North Star, this refreshed identity will guide us in offering a unified experience that ensures clients get the data, insights, and strategies at the right time.”
At the core of refreshed CRU brand refreshed identity is a simple, powerful proposition: delivering an independent point of view, powered by the best minds in the industry and underpinned by gold-standard data. The rebrand introduces four key categories to streamline its offerings:
- Data: High-quality, use-case-specific data products that integrate seamlessly into business systems to drive decisions
- Insight: Impartial, expert analysis tailored to market and business needs, providing clarity and confidence in decision-making to unlock understanding
- Strategy: Consulting services designed to help organisations craft long-term strategies to navigate whatever comes
- Communities: A global network connecting professionals across more than 40 countries to foster collaboration and create valuable connections
Bridget Kendrick, Global Head of Marketing, comments:
“Our mission of being a modern data intelligence partner, shaped by customer needs, means we’re constantly searching for better ways to help our clients navigate whatever challenging terrain they’re facing. As our customers’ needs evolve, and as the market evolves, we’re evolving our brand identity. But our promise to deliver independent expert intelligence remains the same, and our services and offerings showcase our areas of expertise that connect to, and support, this promise.”
For more information, contact us.
