Mineralport
Corporate rebranding
Background:
Mineralport, a Romanian entrepreneurial company, is the most important supplier of quality aggregates in the Olt-Dolj region.
The aggregate business category is constantly under pressure from the construction industry it serves. In recent years, the inconsistency of major infrastructure projects has greatly influenced the evolution of aggregate businesses. So, many local construction aggregate companies have either ceased their activity or have chosen unsustainable ways like lowering prices thus affecting product quality. Given this business environment, Mineralport has grown steadily, organic, and has become a leader, thanks to its own business philosophy. Rigor, discipline and tenacity to develop thoroughly and on a long-term basis were the ingredients that the entrepreneur Claudiu Postolache laid the foundation for Mineralport development.
At local level, among business partners, the company has earned its reputation for delivering not only quality products but also a differentiating experience.
But how can this reputation be disseminated, in an efficient, convincing and memorable way, in order to expand business at regional and national level? This is the need to which we have responded with a strategic brand solution.
Solution:
Discussions with Claudiu Postolache revealed a couple of traits that underpinned the development of Mineralport and continue to support its existence.
The external interviews we conducted with Mineralport customers showed a brand-based experience established on trust and solid support.
The internal and external outlook on Mineralport's experience has captured consistency between the entrepreneur's aspirations, the way the company maintains its promises and customer needs. Thus, the Mineralport brand idea of „Strong foundation for each construction" illustrates not only the truth that this brand has built, but also the fact that it has been communicated in a meaningful and convincing way to the company's customers.
Once the brand idea has been identified, its reason to existing has become the main source of inspiration for the design of the visual identity (logo) and beyond, for all brand communication.
The symbol accompanying the name Mineralport expresses in a purely geometric way an aggregate mountain and complements the message of the brand, by its construction, its stature and proportions, with rigor, stability and trust.
The strategic solution to discover the idea of the Mineralport brand and its distinctive features, as well as their clear illustration of the visual identity, tone and graphical style of communication, is the engine for accelerating brand recognition, uniqueness and confidence in Mineralport business, in the new extension territories.
