Mining is ushering in a new generation. Not one that is not with the old, but rather, one that is increasingly using the power of the web to augment the power of a handshake. SCR Mining & Tunnelling sought out Fuel Multimedia to help them welcome this shift and ready their business for a new era where decision-makers will be using the web as a tool when choosing suppliers and contractors for their operations. Their goal was to modernize their brand, honour their history, and tailor their messaging for the online environment.
Evolving a brand
The first step to this process was a brand refinement. SCR Mining & Tunnelling did not need a rebrand. Their company has a strong history, outstanding reputation in the field, and has forged many valuable relationships over the years. Their brand image is a part of this overall brand value. The brand refinement aimed to keep all of the original aspects of their logo, including the colour, icon and font, but re-envision it to offer their customers a visual sign of evolution and keeping up with the times. Retaining all elements, we redrew the mark into a more succinct shape, taking advantage of the negative space in the “R” that resembled the iconic headframe of their brand. The new mark is sleek and simple, while staying true to their roots and honouring their rich history.
A new, mobile-friendly website was also developed for SCR Mining & Tunnelling. The site development was focussed around communicating to decision-makers what differentiates their team in the contractor marketplace. Photography of their people, equipment and projects was used to quickly and effectively communicate the type of work their do. Key messaging around safety and turn-key capabilities was also positioned in a way to draw added attention to these elements.