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Rebranding a commodity producer to stand out amongst the field.

Western Coal Stationery Design

Western Coal

The Challenge

Rebrand Western Coal as a solid, growing company in an extremely volatile industry.

Interior spread of the Western Coal Annual Report
2009 Western Coal Annual Report Cover

The Solution

With the volatility present in the marketplace, Western Coal needed to better communicate its solid financial footing and aggressive growth plans to all stakeholders - including shareholders, employees, and the communities in which they do business.

While maintaining naming and identity continuity, the new brand needed to be bold, solid, and trustworthy. Refreshed corporate identity suite, collateral, image library, signage, equipment, uniforms, and financial reports were all refreshed adding energy to their brand, while maintaining a relevant, responsible colour palette.

Interior splash of the Western Coal Annual Report
Interior splash of the Western Coal Annual Report
Example of stationery created for Western Coal

The Results

The market capitalization of Western Coal grew 2,300% post re-brand.

Western Coal 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).

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