Brand Management

The first project I tackled when I joined Newtrax was to do a complete re-brand of the company identity. I conducted research by interviewing current customers, prospects, partners, company employees, and executives. The objective of the research was to align the Newtrax brand identity with the vision of the company: to become the leader of IoT for underground mining. Equipped with the results, I worked with award-winning designers from Polygraphe to define, refine, launch and adapt the new brand identity across all our platforms and channels. Three years later, my team and I gave the brand a refresh, this time with the objective of reinforcing our main differentiator: focused solely on underground hard rock mines. We switched to dark mode to mimic the dark environment of underground mines.

Results: surveys and interviews with customers and prospects showed that our brand name, our logo, and our colors were recalled twice as often as our direct competitors’. Results also showed that 70% of the respondents had associated our brand with being the leader in IoT for underground mines.