Presented with the opportunity to create a brand identity for a metal really got our creative juices flowing. The campaign required consistent message-delivery through video; printed and online invitations, announcements, and advertisments; onsite displays; and product labels. In 2005, National Manufacturing Week included an entire exhibit hall at Chicago's McCormick Place dedicated to a material (a first). The capital of "Aluminum USA" was the TH!NK Aluminum Innovation Center (see the Event section of this site).