Brand strategy | Visual identity | Film
TWO REFRACTORY COMPANIES, ONE NEW BRAND
Refractories are the heatproof materials required for all manufacturing processes taking place at extreme temperatures. The merger of RHI and Magnesita, #2 and #3 in the industry, would create a new global leader - called RHI Magnesita. They needed a brand that would reflect their new stature and ambitions for the future.
THE DRIVING FORCE OF THE REFRACTORY INDUSTRY
Our brand positioning conveyed leadership without saying so; instead emphasising their role in driving positive change for the industries that rely on them. We also created a mission, ‘Taking innovation to 1200°C and beyond’. Many companies talk about innovation, so we wanted to highlight RHI Magnesita’s unique flavour of innovation - materials and technology that survive under extreme conditions of heat and pressure.
A SYMBOL TO BE PROUD OF
The logo would be hugely important in establishing a sense of unity, especially for the company’s 14,000 employees. The new symbol is filled with meaning: constant improvement and connection, shown through the infinity shape; combined with the solidity and structure of the core products, shown through brick-like elements and layering. We worked with international font foundry Dalton Maag to create a bespoke word-mark, derived from their font Co.
A VISUAL SYSTEM THAT CHALLENGED PERCEPTIONS
Refractories are not well-known, and carry connotations of heavy, dirty industry. Our visual system is fresh, confident and energetic, appropriate for a company whose activities range from mining through to cutting-edge materials science, robotics and sensor technology. We were determined to show that even in a perceived traditional heavy industry, good design can make a difference.
A SYSTEM FOR PRINT, DIGITAL AND FILM
The final system references the two companies’ heritage by retaining a refreshed blue and red, plus a distinctive blue-grey and lots of white. This was combined with an energetic and flexible graphic device and a clear typeface. We shot beautiful new photography of employees, which worked alongside action imagery showing heat and fire.
TWO BECOME ONE
The company officially merged and listed on the London Stock Exchange on October 30th 2017, in a ceremony that showed off the new brand and used the corporate film externally for the first time.
In just under four months, we produced a brand strategy, messaging, logo and visual system, a library of new photography, and 20 pieces of collateral.