Client: Clean Mining
Project: Brand Identity, Web design and Brand Launch
Sector: Mining

The Objective

To create a new campaignable brand identity to position “Clean Mining” as the leaders looking to transform gold production worldwide, through new processing technology that eliminates using cyanide and mercury as a means of extracting the precious yellow metal.

To create a simple “Clean Gold” brand mark that can be applied to Clean Mining bullion and adopted and shared globally to become the international symbol of Cyanide & Mercury Free gold production.

To educate Governments, Eco-Friendly Groups, Consumers and Gold Producers on the benefits of producing “Clean Gold” to empower business, protect the environment and to save lives in local communities.

The Solution

When you think environmentally-friendly the world thinks of the colour green and green leaves, but as Clean Mining are looking to set a new standard, we needed something more. The world is made up of 70% water and as a natural evolvement “blue” represents the clean shift to the new clean revolution. Complimented with the rich orange earthy tones of Western Australia.

The leaf is a powerful symbol with strong sustainable values, but very difficult to trademark, as there are literally thousands of clipart leaves available. We needed to create a new leaf. A leaf that represents the innovative cleaning technology; that also represents the gold mining industry and the fluidity of molten gold; and that could be easily stamped into a gold bullion bar and subsequently reflect the journey of clean gold from raw ore to high street store.

The brand language draws on nature’s contours of the land and lines of geology from mine sites. This ‘language’ can be woven through any marketing collateral or transformed into future visuals, to create a contemporary future-focused brand.

The Outcome

The Clean Mining brand is now a “registered” trademark pending in the top Gold producing countries worldwide. Clean Mining was successfully launched at the Asia Pacific Precious Metals Conference in June 2019 and was immediately welcomed to global acclaim.

Within two months they have received interest from all corners of the world. Their technology is set to make the world a better place from cleaning up existing toxic cyanide and mercury tailings, to opening up new opportunities for small-scale artisanal miners in developing countries and giving large-scale miners a real alternative to mass producing gold.

Dovetail will continue to work with Clean Mining develop its brand on a global scale as they transform the future of gold mining, for a richer earth.

If you would like to find out more about how we could “redefine your brand” please click here.