South 32 –– New Brand
Designworks was approached by BHP to work on a project involving the positioning, naming and identity development for a new entity to be created from the separation of selected assets from the BHP portfolio. This project was completed while contracted with Designworks, Melbourne.
Creative Team James Sterling, Ben Ashton-Bell, Jeremy Snowsill, Matthew Smith & Tim Wood. Photography Tim Jones
South32 is built around the idea of 'Making a difference from the ground up'. The simplest of ideas and the most noble of human aspirations. Those at South32 endeavour to do this each and every day, from the ground up.
The visual identity system was built around the ‘weave’: a symbol of the strength created when multiple pieces come together to form a connected whole. This is the heart of the brand: its twelve parts or four sections representing any number of different perspectives on what gives the brand its integrity.
An immersive shoot for resource company South32, took us from the Australian desert across the Indian Ocean to South Africa.
The brief: to humanise mining. Using the raw landscape and heavy machinery as dramatic backdrops, we aimed to capture the minutia of a monolithic industry, unearthing the stories behind the machines to reveal a multi-layered business.