“If I had a hammer, I'd hammer in the morning, I'd hammer in the evening, all over this land…” It could become the theme song of Bloy Resource Evaluation. The mineral resource evaluation consultancy, formerly known as BMRE, has introduced the new brand design for the company as well as for their interrelated Grade Control software at the International Mining Geology Conference in New Zealand – with, well, not quite a hammer but a hammer-sized pick…
In April, Peter Bloy, MD and founder of BMRE, had met with Chatroom to discuss a possible revamp of his company brand and a brand name and logo solution for his software package, a separate product. Bloy’s company services some of the world’s largest mining operations and therefore needed an identity that reflected the company’s expertise and professionalism. Additionally, the interrelated Grade Control software as a stand-alone product needed its own brand identity.
After defining the strategic framework for the Brand Development with the client, the Chatroom team was able to get creative. The first step in the branding exercise was name generation: BMRE was turned into “Bloy Resource Evaluation” and the software suite was named “Blockbuster”.
“We got Bloy to do it!”
Bloy’s reputation in the industry is so strong, that his clients and peers would refer to using BMRE’s services as “We got Bloy to do it!”. He is not just the founder of the company but the mastermind behind its services and product knowledge, growing his team according to his standards. We therefore suggested to follow the perception that was already out there.
To reference both Bloy’s team personality and focus of work, Chatroom suggested the Pay-off line “down to earth”.
The name “Blockbuster” is a play on block modeling, the three-dimensional method of estimating volume, tonnage and average grade of minerals in the earth. As part of the visual identity, again block modeling was used as a reference, with blocks represented in the colours used to indicate the presence of minerals in the ground.
A bashing success
With all brand development and production completed in time for the conference, the missing item was a clever and meaningful give-away. This is when Chatroom suggested the branded geology pick, following the company’s philosophy of bringing geology back into computing.
“Chatroom’s branding of Bloy Resource Evaluation and Blockbuster has been a resounding success. The interest and appreciation our brand received at the Mining Geology Conference was phenomenal” says MD Peter Bloy. “The Bloy G-pick attracted loads of attention and the old-school geologists loved it when I said ‘This is where it all starts; not with a computer but with geologists in the pit bashing rocks’. “
Chatroom is looking forward to Bloy, Blockbuster and the hammer becoming a smashing hit, “all over this land” and beyond.
