Irish Industrial Explosives (IIE) and Ulster Industrial Explosives (UIE) have been serving the mining, quarrying and civil engineering industries across the island of Ireland, parts of the UK and the US.
They have been delivering technical services and commercial explosives to customers for over 50 years and they needed to clearly communicate this expertise.
IIE and UIE needed to position themselves as experts in blasting, with an unmatched attitude to safety. They are committed to maximising the potential of their team and each operation. They wanted their brand to become the standard bearer for quality, safety and service now and for the future.
As a company that is continuing to digitise their processes and introduce new technological advancements to increase efficiencies and continually sharpen their safety protocols, their new brand had to be future focused.
Bradley commenced this brand evolution by building a robust strategy to bolster their efforts at each step along their brand journey. Reinforcing trust, and unlocking potential, their brand needed to instil trust in their customers to get the most out of their quarry, mining and civil engineering operations.
To build on the heritage and reputation of both businesses, and with the equity of the original holding company name, Bradley recommended that IIE and UIE jointly rebrand to Kemek. Developing their tagline ‘Blast Expertise’, makes it clear what they deliver to customers.
Their collective vision is to be recognised as the leading provider of trusted expert advice, superior products and services to the Quarrying, Mining and Civil Engineering industries. They needed to make it known amongst their peers and their clients that they work in partnership with their customers for the lifetime of their operations.
We designed the new Kemek icon as representative of a blast, fired in a controlled format, denoting accuracy and precision. It also takes its cue from the drone images captured by their Technical Services team when surveying a blast area. The back-to-back K is an acknowledgement of the company’s heritage and is a play on Kemek as a palindrome. We build in the equity of a brand and communicate its offering, across all brand touchpoints.
This includes designing and developing a website to showcase their services. Our digital team transformed the strategic design thinking into comprehensive communication solutions online. Working across the whole vertical, Bradley delivered a website with service and corporate videos to demonstrate Kemek's commitment to maximising the potential of their team and client operations.