What we were asked
Generate a name, strategy and visual identity for a new B-BBEE coal mining company that had people at the heart of the brand.​​​​​​​
What we did
Named it Exxaro, ‘to dig the earth’ in Latin, and added the second X to make it ownable.
As the strategy was all about people and empowerment we created the tagline Powering Possibility to align to these values. People also form the distinctive icon within the brandmark logotype.
Armed with 2 photographers, one being Michael Meyersfeld, we spent 2 months on the road at over 8 locations, shooting and retouching more than 280 photographs – every one of them a masterpiece.
Finalist at Loeries: Craft Photography
As with any major rebrand, the values and strategy of an organisation are nothing if not adopted by all stakeholders, especially those that work at the company.

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