BRAND DEVELOPMENT | TAG LINE | WEBSITE DEVELOPMENT | PHOTOGRAPHY | VIDEO
Branding Challenge:
Originally Hardrock Mining Products, HMP manufactures auger steel drill rods to the hard rock and soft rock mining sectors. HMP required a brand strategy that would effectively place it as a global leader in drill rods within the mining industry.
Solution:
Among other recommendations, our brand audit identified that to effectively improve its brand position within the global mining industry, a business name change would be required (Hardrock-Vertex). Brand direction focused on a value-based positioning strategy which capitalized on its commitment to outperform competiton both in product life and performance. These differentiators, along with their attention to excellent customer service and customized solutions guided the development of the brand promise – expressed through the tag line "Driven to Outperform".
The personality of the brand is confident, rugged and supportive with qualities of strength, endurance and integrity. The logo articulates this personality through the use of font and auger symbol. Colours were chosen to complement the colours associated with mining and promote a corporate, global presence. The branding is used for visual identity materials and marketing.
