Block relishes golden opportunity with Perth Mint

Block has launched a refreshed brand for Western Australian icon, The Perth Mint, following an extensive research and brand strategy undertaking.

The new brand reflects the Mint’s position as a globally recognised leader in the precious metals industry.

After a tender process and their successful appointment in 2016, Block partnered with Metrix Consulting to conduct comprehensive internal and external research, recognising the need to shift the Mint’s brand strategy.

“The focus was to bring the Mint into a new era, and show the public that they’re far more than a producer of coins or a tourist spot, but a global precious metals powerhouse that turned over $9 billion last year,” said Block Creative Director Mark Braddock.

“The unique challenge was speaking to audiences from coin collectors to informed investors to mining companies alike, as well as capturing the degree of scale and innovation of the Mint. Additionally, we couldn’t lose sight of their uniquely Western Australian heritage.”

The Mint retains its globally recognised swan logo, but builds a far stronger brand language around it. Braddock said the result is a pared back identity that showcases the Mint in a sophisticated light, consolidating their business offerings under one look, whilst retaining the all-important heritage aspects of one of WA’s most significant historical icons.

Block also engaged renowned Perth photographer Craig Kinder to capture a contemporary style on the Mint.

Perth Mint Group Manager of Marketing Services, Paul Cavanagh said the response to the change has been commended internally for bringing a renewed sense of cohesion and refinement to the Mint’s communications.

“The appointment of Block underscored a strong need within the organisation to affect change. Their incisive combination of strategic and creative insight provided a clear approach to representing the Mint across our many diverse markets, and consolidate on our Strategic Plan. The result of the process is a brand that presents us as a contemporary, unified and world-class Mint.”

Block has a long track record in revitalising iconic state brands – notably the Fremantle Dockers, Your Margaret River Region, and more recently with their appointment to refresh the Central Park tower identity and campaign.

Following the refresh, Block is now producing ongoing collateral and campaign work to extend the brand to local and global audiences in 2017.

Credits

Account Director: Jessica Richings, Giulia Palandri

Account Exec: Daisy Bridgwood

Strategic/Creative Director: Mark Braddock

Desiger/Writer: Louis Boys

Artworker/Retoucher: Chris Young

Client: Paul Cavanagh

Photographer: Craig Kinder

Video Production: Boogie Monster

Research: Metrix Consulting