Fundamentally Content

Striking a Balance Between Tradition and Modernity

The S. I. Mining Branding Story

Transforming a traditional excavation company with a cutting-edge visual strategy.

The Challenge

The challenge was to create a brand for S. I. Mining, a company based in Islamabad, Pakistan, that would look traditional yet modern, and appeal to their broad target audience in the cement and real estate industries.

S. I. Mining
Islamabad, Pakistan
6 Months

The Solution

Our solution was to draw inspiration from the client’s growing fleet of Caterpillar heavy machinery to create a strong and modern visual identity.

The logo features a silhouette of a large excavator in a bright, eye-catching yellow color with white lettering on a black badge. We incorporated traditional construction stripes and rocky textures for an extra touch of toughness and reliability.

S. I. Mining Logo - Branding Portfolio - 550x550px

A bold and iconic silhouette of an excavator that instantly connects to the industry.

The Logo

Exuding reliability, strength, and a touch of innovative modernity.

The Persona

Combines traditional elements with modern textures, giving off a sense of ruggedness and progressiveness.

The Visual Style

Unifying the Brand Experience

The logo, brand persona, visual style and design aesthetic all come together to form a professional and clean, yet bold brand identity for our client. The interplay between clean lines, textures and the color palette creates a memorable first impression, capturing the essence of the brand.

Balancing Vibrance and Professionalism

The brand color palette was designed to exude sophistication and elegance, using only three carefully selected hues. These colors evoke a sense of authority and timelessness, reflecting the brand’s core values.

RGB: 255, 207, 1
CMYK: 0, 18, 100, 0
Inspiration, Energy, Intellect
RGB: 251, 249, 237
CMYK: 0, 0, 6, 1
Balance, Clarity, Warmth
HEX: #231f20
RGB: 35, 31, 32
CMYK: 0, 0, 0, 100
Security, Strength, Authority

Typography that Tells a Timeless Story

The brand’s typography was carefully selected to complement the refined color scheme and evoke a sense of tradition and formality. The choice of serif typefaces conveys a sense of stability, trustworthiness, and authority, making them the perfect fit for the brand’s target audience.

Castellar Regular - Typeface Sample - Fundamentally Content
Header Typeface
Garamond Regular - Typeface Sample - Fundamentally Content
Body Typeface

An Integrated Brand Experience: Beyond the Logo

The logo design is just the tip of the iceberg when it comes to this brand project. We also designed a wide range of other items, such as business cards, brochures, packaging design, and more, to create a consistent and integrated brand experience for our client. Each piece reflects the brand’s visual style and design aesthetic, and is a testament to the brand’s playful and innovative nature.

In addition to the designs, we provided S. I. Mining with marketing consultancy to make their rebranding launch a success. By sponsoring product launch events of top heavy equipment and transport vehicle companies in Islamabad, Pakistan, S. I. Mining secured a prominent display and put their new brand persona to the test. The high-profile sponsorships attracted significant attention and solidified the success of their rebranding.

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