A shift in purpose for the world’s largest mining company.
A shift in purpose for the world’s largest mining company. When Australian BHP and South African Billiton merged, the change was signalled through a new identity. The brand strategy was developed to create a competitive differential around its marketing offer – that they were not the ‘mining company of old’.
A strategic process analysed the heritage of both companies to identify the new company’s purpose in a way that could form the basis of an empowering identity. A brandmark was created around the insights of transformation, imagination and intelligence.
Creative Idea - Transforming opportunity with imagination
The distinctive nature of the identity has created significant global awareness of the company and its corporate persona.