If we said to you “these people are experts in the design and custodianship of mobile machines for the continuous handling of bulk materials”, chances are you would not have the foggiest idea what we were on about. If we said, “think of those massive conveyor belt type machines that move millions of tons of raw materials such as iron ore, from a stockpile into the hold of a ship”, we expect you may have a better idea what we were on about.

This idea that the product offering, although specialised and vital for the smooth operation of vast enterprises the world over, was both nebulous in its description and lacking a nomenclature for the service specialisation, directed a key part of the brand strategy process. Through a series of Brand Genome workshops we interrogated and refined the SAAR 4324 business purpose and clearly articulated a new and fresh brand strategy, that in turn drove the new name and visual identity.