We pride ourselves on the quality of our strategic brand development services. We have built the agency’s reputation on the production of beautiful, strategic design solutions, created with respect for the very real elements that comprise a brief. We believe that there is a functional creative solution to every business challenge; and we thrive on partnering with organizations courageous enough to take the (very calculated) risk.
How do you incite interest and build loyalty for a start-up Canadian mine located in the most remote regions of Baffin Island? How do you encourage top sector talent to make the move, and stick with it? How do you meet the requirement to recruit a 40% Baffin Inuit workforce?
No marketing veneer will obscure the truth of long, harsh winters, camp life, and long prop plane rides to Mary River. For the non-Inuit employee base, it was best to speak directly to the comparatively small, but adventure-inclined psychographic that fortunately comprises a fair share of mining talent. To achieve the territorial hiring balance mandate, it was best to meet cultural differences head on.
Baffinland, a privately-held mining company and the most northern operation of its kind in the world, was brand new, just embarking on their pre-production construction phase. Working with corporate leadership, we were able to advise on several key cultural and environmental initiatives to support our core strategy.
The brand tagline, Journey Beyond, balances the stark truth of the proposition—the operations are very remote—with the idea that joining the venture is not unlike planning a trip to Basecamp on Everest. Only the best, brightest, and strongest will be chosen, and they will reap rewards beyond employment, including the chance to be part of a ballsy enterprise unlike any other, to experience Canada’s far north, and to work alongside and within the Inuit culture.
The only way to get the patch is to arrive at the Mary River site. These embroidered badges are visible within the travelling mining community and identify Baffinland employees around the world. They have no logo, only the mapping coordinates for the camp, to maintain the mystique that forms the backbone of the brand.
Because Baffin Island is so remote, few people have any real sense of its geography and landscape, and even fewer have ever visited.
This custom, hand illustrated map was designed to address the first question: “Where is the mine?” and to position the company as unique in class. Where many mining companies focus on heavy industrial imagery, Baffinland boldly advanced the brand strategy through the employ of exceptional creative.
We researched, wrote, and designed a bilingual (English and Inuktitut) camp guide, written to provide a unique guide to the camp, the surrounding land, safety procedures (operational and environmental), and camp vernacular.
The English and Inuktitut copy, while covering the same topics, was written to respond to the general background and cultural requirements of each community and designed to enhance comfort and develop respect and understanding between the two primary employee groups.