The company has picked up a Silver in the Graphic Design category at the INBA Awards, held in Sweden, for the development of its new brand name and identity following a £32 million institutional buy-out of former company Fosroc Mining from BP.
More than 50 agencies from across the world presented marketing programmes for their clients, including some of the world’s top brands. The award is global recognition for an extensive internal and external marketing and communications campaign across five continents.
“We are extremely proud of our achievements. The re-branding is the result of nine months hard work, this involved a change in culture of every Minova employee, from the manufacturing team to the board. This award confirms what we always believed - that the re-branding was a winner,” said Minova Australia CEO Garry Ashford.
The new name, kept deliberately short and easy to recall, was derived from the following definitions: Min = mining, minerals Nova = new (Latin) and encompasses ‘innovation’
The re-branding campaign utilised a wide spectrum of marketing disciplines, including employee and customer focus groups, company presentations, magazine advertising, brochures, mailshots, a full public relations programme and the launch of a new multi-language international website.
The whole re-branding process involved close work between the Minova team and the company’s UK-based marketing consultancy, Wyatt International.
The 30-year-old company, whose turnover last year was £84 million, manufactures under quality systems products mainly for rock bolting, strata injection, strata development, ventilation structures, and cavity filling. Through new acquisitions and new product development, Minova is firmly on course to reach its 2003 goal of increasing sales beyond £100 million.
Minova Australia Pty Ltd is based in New South Wales, with offices in Perth, Western Australia, Mackay and Emerald in Queensland and a regional office in Newcastle. The company's International headquarters are in Chipping Norton, Oxfordshire, with offices and plants in the US, Poland, Russia, Germany, South Africa and India.
