Hospital-acquired bacterial infections can claim lives, cause disease and cost the healthcare industry billions of dollars. Copper is a natural antimicrobial that kills five of the most harmful bacteria that cause these infections, so high contact surfaces made with copper can help stop the spread. Olin Brass wanted to develop a brand name for their copper product that communicated a premium position, would become the category standard and provided a sense of continuous clean. By combining the periodic symbol for Copper, Cu, and with the Latin word “verro,” meaning to scour or sweep clean, we created a name that was both fitting and functional: CuVerro. For healthcare professionals, architects and designers, equipment suppliers and manufacturers, our ensuing brand platform helped to explain the science behind CuVerro and its benefits to human health.