Relaunching a 140-year-old mining brand to the world

Introduction

Minova has been manufacturing bolts, mesh, and resins for the mining industry for over 140 years. But inconsistent ownership and shifting strategies had left the market confused and wary.

Problem

Multiple changes in ownership had eroded market confidence. The brand was seen as just another supplier in a commoditised space. The new owners had ambition and energy, but the brand didn't reflect either.

Approach

We repositioned Minova from a product supplier to a team of dynamic problem solvers. "Always Ahead" accentuated the forward-thinking culture and exploited the slow-moving, complacent competitors that dominate the sector.

Solution

The refreshed brand was rolled out across every touchpoint ‚Äî website, customer presentations, exhibition stands, social content, employer brand communications, and the innovation pipeline — all reinforcing the new positioning. Every asset was built to drive conversations, revitalise lapsed customer relationships, and open doors in new infrastructure territories that Minova had never previously operated in.

Results

Growth in both core mining and new infrastructure territories since relaunch. A coherent global identity achieved for the first time in years.

Impact

A 140-year-old business, repositioned for the next 140 — with a brand that finally matches its ambition.