When Atlas Copco decided to split and form a separate company to better serve its mining, infrastructure and natural resources customers, they needed to build a new and distinct brand from the ground up. However, this new brand would need to do three things: migrate existing customers, create stronger connections with future partners and support its business goal of innovation.
With a logo and brand promise in tow, Atlas Copco partnered with PM to create a comprehensive branding package that would help define the Epiroc brand — ensuring a successful first impression with customers and solid footing in a competitive industry.
The brand package PM created in collaboration with Epiroc formed the foundation for a massive rebranding effort that touched everything from building graphics, service vehicles and equipment to literature, websites and trade show displays. A robust brand guide ensured consistency and quality across all branded elements and channels of communication from Day 1. A series of communications was developed to build unity and momentum among employees, and an external launch plan was put in place to generate excitement in the local and global markets. We also created new social media accounts for the brand and built an annual content plan to solidify Epiroc’s unique voice, as well as a paid social campaign to grow its audience of followers.
In half a year, Epiroc went from a company without a name or logo to a global brand launched worldwide. The new brand was successfully introduced to over 100 countries through global and localized efforts, and Epiroc’s built-from-scratch social media presence gained 85K+ followers in just six weeks.