Challenge
To develop the brand strategy and vision to create a competitive differential around its marketing offer - that they were not the 'mining company of old; and to develop a sustainable visual identity for the merger between BHP and Billiton.

Creative Strategy
The creative strategy analysed the heritage of both companies to identify the

merger's cultural issues. A brandmark was then created around: transformation, imagination and intelligence.

Creative Idea
Transforming opportunity with imagination.

The ROI
The distinctive nature of the identity has created significant global awareness of the company.