Vitrinite

Project Details

Background

Founding Director, Nicholas Williams, approached us to develop a Brand Identity for his new coal mining and exploration business. Vitrinite is a privately owned company holding an extensive strategic coking coal tenement portfolio within Queensland’s world-class Bowen Basin. ‘Vitrinite’ is one of the primary components of coal, resembling glass in its shiny appearance.

With a focus on high-quality coking coal, the coal primarily used for the production of steel, Vitrinite provides a fresh approach to an established industry.

Our Approach

The logo mark is a V and contains a downward arrow, a reference to mining and to evoke a sense of plunging to a subterranean point.

We developed the positioning line “Brighter Coal” as a nod to both the shiny appearance ‘Vitrinite’ takes within coal, as well as the intelligent and highly-skilled exploratory methods the geologists from Vitrinite implement when prospecting.

Testimonial

“DSR Branding add value with their ability to logically think through what is required to turn a concept into an identity. DSR Branding have provided a solid foundation for the continued growth and success of Vitrinite, and I would recommend them to anyone needing Brand Strategy and Design."
Nicholas Williams, Director - Vitrinite

Challenge:

An iconic identity to power one of Australia’s future resources industry leaders.

Credits and Links

Client
— Vitrinite

Aerial Photography
— Drone Boys

Services

  • Brand Identity
  • Brand Strategy
  • Digital

Full Testimonial

“DSR Branding understood our brief and delivered an outstanding brand identity. Working with Dan and his team of professionals was a great experience for our brand. DSR Branding is a fresh, innovative firm that consistently has an efficient turnaround from briefing to brand concept. DSR Branding add value with their ability to logically think through what is required to turn a concept into an identity. DSR Branding have provided a solid foundation for the continued growth and success of Vitrinite, and I would recommend them to anyone needing Brand Strategy and Design.”

Nicholas Williams, Director - Vitrinite