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You?
A mining and resources branding agency from Melbourne for explorers, miners and resources companies that answer to public markets.
A resources company is valued by people who will never see the site. The brand is what they read.
Investors, analysts and brokers meet a resources company through its announcements, its investor presentation and its website, and they compare it with every other explorer on the exchange. A clear position and a system that reads the same in every document give them a story they can repeat. Most companies on the boards give them a project name and a map.
Resources Brand Audit & Strategy
We map the companies investors compare you with, hear from the board, management and the brokers who cover you, and find the position you can own: the asset, the team, the way you operate. For Benchmark Consolidated, a holdings firm, that meant a brand built to hold several businesses under one name.
- Peer and category mapping
- Positioning and corporate narrative
- Audience mapping: investors, analysts, brokers, recruits and communities
- Brand architecture for projects, subsidiaries and joint ventures
What does the brand audit cover?
How investors and analysts see you against your competitors, how the brand reads from the ASX announcement to the site sign, and what your team says you stand for. Two weeks, one working session, and a clear call: leave it, refresh it or rebuild it.
Identity, Investor Materials & Reporting
A system the company uses in every document: logo, type, colour, photography direction, voice and the templates that carry a resources brand furthest, the investor presentation, the announcement, the quarterly and the annual report. Benchmark’s wordmark, monogram and three colourways run from the business card to the website. Assurify’s guidelines put a compliance business in front of its buyers as a partner.
- Logo, typography and colour
- Voice, tone and messaging
- Investor presentation, announcement and report templates
- Guidelines for the company and every project
Why does a resources company need a brand strategy?
Because the share price is set by people who compare you on paper. A clear position gives the presentation, the announcement and the website the same story.
Site Signage, Fleet & Workwear
Site and office signage, vehicle and plant livery, workwear and community materials, as one system with files for your sign-writer and workwear supplier, and the safety colours and compliance marks in the system from the start.
- Site, office and safety signage
- Vehicle, plant and fleet livery
- Workwear and PPE
- Community and stakeholder materials
Can you design the livery and the site signage?
Yes, as part of the identity, with the sizes and materials your sign-writer and wrapper need.
Websites, Investor Relations & Recruitment
A resources website is read by an investor checking the story, a recruit checking what it is like to work there and a community checking who you are. We design and build in Webflow with an investor centre, an announcements feed, project pages and careers, and run the search and LinkedIn that bring each audience there. We are a Webflow Premium Partner.
- Webflow website design and development
- Investor centre, announcements and project pages
- Careers pages and recruitment campaigns
- Search, LinkedIn and lead tracking
Do you build the website too?
Yes. The team that sets the strategy builds the site, so nothing is lost in a handover.
A clear process for a resources brand the market can repeat.
Audit & Diagnose
Your peers, your investors’ view, your team’s view, and the honest call: leave, refresh or rebuild.
Position & Strategise
The position you own with investors, recruits and communities, agreed with the board.
Design the System
Identity, voice and investor templates, tested on a presentation and a ute door.
Build & Roll Out
Website, investor materials, signage, fleet, workwear. The team meets the brand before the market does.
Steward
We stay on for the next raise, the new project and the next recruitment drive.
Starting prices, + GST, scoped to the company and how far the brand has to reach.
- Brand Audit (two weeks): competitor map, perception read, positioning options, a recommendation with a price for each path. The audit fee comes off the strategy fee if you go on.
- Brand Strategy (from AUD 5,000 + GST): positioning, purpose, audience mapping and brand narrative.
- Brand Identity Design (from AUD 10,000 + GST): the visual and verbal system on a strategic foundation, with guidelines.
- Full Brand: strategy and identity end to end, for a business repositioning for growth or a group bringing several names under one.
Investor materials, signage, fleet and workwear are scoped from the start. Get in touch to find out where yours lands.
Not yet, and we would rather say so. We have branded a holdings firm, a tech-led auditor, an investment platform and a lender, businesses read on paper by people who compare them with their peers. The method is the same.
It helps you answer three questions and apply the answers everywhere.
- Who are we? The idea the business stands for.
- What makes us different? The position that separates you from the companies investors compare you with.
- How do we say it? The identity and system that carry it, from the announcement to the plant livery.
In practice: brand strategy, identity, investor materials, signage and fleet, and a website. Here is how our brand strategy works.
A brand does not change the asset. It changes how clearly the asset and the team are understood, and whether an investor can repeat your story to someone else. Consistency across the presentation, the announcements and the website is the part most resources companies skip.
Yes. A recruit researches a company the way an investor does, on the website and on LinkedIn. A brand that says what it is like to work there, with real crews in the photography, fills roles a job ad does not.
It depends on your goals and the state of the brand. You likely need a full rebrand if:
- your positioning no longer reflects who you are or where you are going
- you have outgrown your original market or changed what you sell
- the brand creates confusion or fails to differentiate
- the visual identity looks dated next to the businesses you compete with
- the people who run the business struggle to explain what makes it different
You likely need a brand refresh if:
- the core positioning is strong but the visuals look tired
- you are evolving, not changing direction
- the guidelines lack consistency or do not scale
- the messaging needs tightening, not rethinking
Not sure? That is what the audit is for. It tells you which of these you are, and what each path would cost.
Yes. Our studio is in Mornington and we work across Melbourne and nationally, in person or online. Resources companies are rarely where their head office is, and the process does not change.
"What an incredibly thoughtful and joyful experience with ONETOO. I want to start a new business just to enjoy the brand process with the ONETOO team again."
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