South32

Building a brand from the ground up.

The challenge: Creating a whole new entity born from the separation of selected assets from the BHP portfolio.

The idea: South32 is built around the idea of 'Making a difference from the ground up'. The simplest of ideas and the most noble of human aspirations. Those at South32 endeavour to do this each and every day, from the ground up.

Creative approach delivered:

• The visual identity system was built around the ‘weave’: a symbol of the strength (when multiple pieces come together to form a connected whole).

• This is the heart of the brand: its twelve parts or four sections representing any number of different perspectives on what gives the brand its integrity.

Project items delivered: Brand strategy, naming, brand identity, Microsoft Office and Adobe indesign templates (internal and external brochure and legal documents), stationery, uniforms, vehicle livery, building signage, commercial sponsorship and community development project banners, donations and merchandise templates, tone of voice guidelines, advertising templates, website and brand guidelines.

Project team: James Sterling, Tim Wood, Ben Ashton-Bell, Matthew Smith and Sandy Muir 

Photography: Tim Jones

Motion: Aaron Cuthbert

Project completed at Designworks