Client

Illawarra Coal including Dendrobium Mine

Project

Develop a new brand separate to the corporate brand to boost community relations.

Goal

Easy-to-identify brand that is friendly, local and people-focused

Client brief

• Review all communication material and develop a new brand that will work across all media
• Present design to BHP Billiton corporate for approval
• Using the new brand, review and develop cost-effective material for community, the IC team and general business.

Solution

• Logo design and brand developed
• Brand adapted to all communication material including newsletters, intranet site, internal templates, posters, onsite mine signage, newspaper advertising, etc.
• Detailed style guide provided addressing all areas of branding
• Provide annual schedules and budgets for all material with a focus on quick turnaround, including the management of the whole project (from design to printing).

Outcome

The new brand was well-received by the community and shifted general opinions of the mine being a large global organisation to a local, community-focused mine. The slogan ‘Pride, Passion, Performance’ reinstated their focus. The style guide ensured all material was consistent and professional thus meeting strict head office requirements. Templates developed for internal use replaced previous unprofessional attempts and eliminated the need for staff to design their own publications.