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

Introduction

Minova has supplied ground-support products — rock bolts, mesh, and resins — to the mining and civil engineering industries for over 140 years. The kind of business whose products quite literally hold the ground up. But inconsistent ownership and shifting strategies had left the market confused about who Minova was and what it stood for.

Problem

Multiple changes in ownership had eroded market confidence. The brand was seen as just another supplier in a commoditised space, competing on price in a sector that rewards trust and reliability above all else. The new owners had genuine ambition and energy — but the brand didn't reflect either, and 140 years of heritage was going to waste.

Approach

We repositioned Minova from a product supplier to a team of dynamic problem solvers. The "Always Ahead" platform accentuated the company's forward-thinking culture and deliberately exploited the slow-moving, complacent competitors that dominate the sector. Where rivals led with specifications, Minova would lead with expertise and momentum — a brand built to feel as modern as its engineering.

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.