Rebrand Western Coal as a solid, growing company in an extremely volatile industry.
The Challenge
After a significant international acquisition, which saw their business operations expand into the US and UK, Western Coal needed to evolve their brand identity to better reflect the company’s new global positioning. In a volatile marketplace, it was important to showcase Western Coal’s solid financial footing and aggressive growth plans to all stakeholders—including shareholders, employees, and the communities in which they do business.
The Solution
We created a bold new Western Coal brand, including a refreshed corporate identity suite, collateral, image library, signage, equipment, uniforms, and financial reports, which added energy to the brand, even while maintaining a relevant and responsible colour palette.
The Results
The market capitalization of Western Coal grew by 2,300% post rebrand. The company received an overwhelming endorsement for their rebranding efforts from all stakeholders, complemented by increased attention from potential investors (ultimately resulting in an acquisition by Walter Energy).
