MMG is a forward-thinking global resources company that mines, explores and develops base metal projects wound the world.
MMG were at a point in their existence where their essence was being disjointed and lost internally, and therefore the opportunity to convey their true belief externally was lost.
We were tasked with shaping the global positioning of MMG through connecting key stakeholders of the organisation. Extensive research included internal auditing, workshops and interviews.
Crucial to the internal brand was identifying exactly what ‘Mining for progress’ means to MMG, and how this connects to the company’s values, behaviours and outcomes. In turn, we then linked internal alignment of what the brand really stands for with their global audience.
We built an internal brand platform, including brand values, storytelling structure and proof points that resonated true with stakeholders throughout the entire MMG network.
Reflecting our brand strategy in creative execution, we delivered internal communication through a ‘Progress Campaign’ that included values posters, iconography, digital implementation and a brand booklet.