Materion: Renaming an 81-Year-Old NYSE Company

Client: Materion Corporation (formerly Brush Wellman) | Industry: Advanced Materials

The Challenge

An 81-year-old publicly traded company needed to transform its identity from a legacy metals and mining producer to a recognized leader in advanced enabling materials. The existing name no longer reflected the sophistication and breadth of their product portfolio.

Our Solution

Emaginit created the name 'Materion' — a distinctive name that communicates materials science innovation and global capability. We worked closely with the leadership team to develop a name that would clear trademark worldwide, resonate across international markets, and support the company's transformation narrative. The name was selected from hundreds of candidates.

The Results

Materion Corporation rang the NYSE Closing Bell to celebrate the name change (NYSE: MTRN). The rebrand helped reposition the company as a supplier of diverse advanced materials. Customer perception surveys showed a 34% improvement in brand relevance. The company later won the prestigious REBRAND 100 award.

"Good to hear from you! Bet you thought we would never pull the trigger on your name, Materion. We will reveal our new logo on March 8th, hope you like it! — Patrick Carpenter, VP Corporate Communication" - Materion Corporation (formerly Brush Wellman)