Background

Building on the identity development work created by Interbrand, Anglo American asked Harkess-Ord to establish a strategy to roll out the brand across a vastly complex network of sites with multiple stakeholders and in some of the most challenging locations on the planet.

A unique implementation strategy

Leveraging the site and survey experience across our global offices, we established a specialist implementation model for Anglo American that allowed us to evaluate all sites prior to survey and define the key high impact brand zones where new product would have the strongest brand impact. This model ensured that both survey time and hardware costs were reduced from day one.

Targeted product ranges

Our product development teams designed and engineered in parallel with the survey process to ensure that all product development meshed exactly with the live survey data, ensuring that the design and development phase was highly streamlined and allowed us to optimise all manufacturing processes for the targeted product number and specific regional requirement.

Harkess-Ord Design Director Conrad Floyd said – ‘By breaking these huge sites down according to the model we created, the team have been able to rationalise both our product development and implementation strategy accordingly.. .this means a more efficient program with a highly brand and cost focussed product range – its essential with sites this big!’

Harkess-Ord has now moved into the roll-out phase, initial sites are expected to go live by summer 2011.