Exxaro

Idea shaped
A newly formed company encompassing, coal, heavy and industrial minerals, needed to establish a new global mining brand that would be uniquely African, embodying the spirit of transformation in the new South Africa and its people, as well as being globally relevant.

Idea delivered

A new name, Exxaro, brand platform and architecture were developed to create a full re-branding that was carried through elements from stationery and signage, to interiors and behavioural intervention. The brand essence is people-powered, represented by the “xx” men in the logo and through photography which focused on staff members throughout the organisation.