Relaunching Minova globally whilst expanding into new territories

Minova has been manufacturing bolts, mesh and resins for the mining industry, under various names, for over 140 years.

The Challenge

Inconsistent business strategies from a number of different owners in recent years had left the market confused and a little bit wary. Under highly ambitious new ownership came a new vision – to recapture core mining business and expand globally into new territories and sectors. Our task? To capture that ambition and energy and relaunch the Minova brand to the world.

Our Approach

In the refreshed brand we focussed on accentuating Minova’s new forward thinking culture, whilst exploiting the slow-moving and complacent product focussed competitors. For over 140 years, Minova was another supplier of bolts, mesh and resins to the mining industry. 12 months later and for engineers looking for safety-critical ground support solutions, Minova are now seen as the global team of dynamic problem solvers that are Always Ahead.

The Outcome

It’s early days but since re-launch, Minova has driven growth in both core mining and also in new infrastructure territories, revitalising relationships with customers old and new. Everything from the web site, customer presentations, exhibition stands and social posts to the employer brand comms and the innovation pipeline – they are all moving forward, always in keeping with the brand idea. Always Ahead.