The person who hired us left.
Three years inside a global manufacturer’s business.
The first project was sustainability branding—a big initiative for a company that had real commitments but no organized way to talk about them.
MCC manufactures premium labels for some of the most recognized consumer brands in the world. Food and beverage, personal care, wine and spirits, healthcare, automotive. Over a century in the industry. 12,500 employees across facilities worldwide. They’d grown substantially through acquisition—17 companies folded into one—and every acquisition brought its own history, values, and way of communicating.
The person who hired us has since moved on. We’re still there. Not because of any single contract, but because by the time she left, we’d built working relationships with marketing, HR, sales, and leadership. The understanding we’d accumulated about MCC’s business wasn’t something anyone wanted to start over.
MCC’s sustainability position was genuinely strong—Science Based Targets, real operational commitments, meaningful work at the plant level. But it wasn’t organized into a story. Competitors had polished sustainability sections in their main navigation. MCC’s sales team didn’t have the tools to convey their own stance to customers. Internally, the efforts were happening behind the scenes.
They’d started developing a concept called “Labeled with Care” with a previous agency. We took it further. Working with MCC’s sustainability director and marketing team, we built Labeled with Care into a full brand identity with a three-pillar framework—People, Products, Plants—and a visual system that could scale across every audience: customers, employees, investors, leadership.
The messaging had to thread a specific needle. MCC’s customers—90% of whom had set sustainability targets of their own—didn’t need a supplier beating their chest. They needed a partner who could help them understand evolving regulations, evaluate their options, and actually reach their goals. The tone we developed reflects that: knowledgeable and honest, never the loudest voice in the room.
Labeled with Care opened the door to everything that came after, because the sustainability work required us to learn the business at a level that made us useful for other things.
Internal identity and culture came next. MCC had three competing value sets inside the organization—legacy values from acquired companies, a corporate set that hadn’t gained traction, and a behavioral framework called True Colors that leadership had invested in but most employees experienced as a performance tool. We developed Labeled with Care into the company’s unifying identity, positioned True Colors as the behavioral engine beneath it, built style guides, and designed activation campaigns to move the whole system from concept to culture.
Social media followed. We managed MCC’s corporate LinkedIn and two executive profiles—their Senior Director of Global Sustainability and their Chief Innovation Officer—each with a distinct content strategy and voice matched to their expertise. The sustainability director’s content was research-driven and carefully positioned to avoid greenwashing. The innovation officer’s content led with data and product development. Corporate content ties it all together.
Then internal communications. A 12-month playbook for a workforce where many employees are on plant floors without company email. Consolidated newsletter templates, an executive podcast concept, elevated town hall formats, and a resource assessment that’s honest about what one communications director can realistically execute.
And throughout: sales collateral, RFP support, case study development, and annual event branding for MCC’s leadership conference—the materials that directly support revenue.
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Riveter understands our business deeply enough to work seamlessly across departments – often anticipating needs before we articulate them. That level of context and foresight is rare in an external partner, and it’s why they feel like a true extension of our team.
Monica Royer
Senior Director, Global Communications
MCC Label
The reason this case study is about manufacturing expertise—not just MCC—is that the pattern repeats across our roster.
Manufacturers have long sales cycles, technical buyers, and stories that live at the intersection of engineering and emotion. Their internal communications challenge is real: shift workers who don’t have email, acquired companies with competing cultures, leadership teams trying to unify a message across plants and geographies. Their sales teams need materials that translate complex capabilities for audiences who think in completely different terms—a procurement director at a beverage company and a quality VP at an automotive manufacturer are both buying labels, but they’re not buying them for the same reasons.
We know this because about half our clients make things. MCC is where we go deepest, but the understanding applies across the sector.
What sets Riveter apart is how consistently they learn. With every project, their understanding of our industry, customers, and internal dynamics compounds—it never resets. That institutional knowledge, combined with their creativity, consistently helps us raise the bar.
Monica Royer
Senior Director, Global Communications
MCC Label
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Manufacturing marketing isn’t a sideline for us—it’s over half our client roster, and we’re the official marketing partner of the Buffalo Niagara Manufacturing Alliance. We understand the sales cycles, the technical buyers, and how to make complex capabilities compelling.
Let’s talk about what your audience needs to hear.
