Vitrinite

Building Extraordinary Brands

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

Services

Brand IdentityBrand StrategyDigital

Background and Challenge

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

Services

Brand IdentityBrand StrategyDigital

Credits and Links

Client
— Vitrinite

Aerial Photography
— Drone Boys

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