Enabling a leading supplier of Certified Reference Materials (CRMs) to reach new markets

Melbourne-based OREAS is a well-established global supplier of certified reference materials (CRMs), for the mining and exploration industry with 35 years of industry engagement. Now part of a global company in recent years – AnalytiChem Group – their ability to reach global markets has increased.

With swift-moving technology and changing trends, inevitably brands become dated. OREAS approached Gilligan Group at a time when the business had a strong reputation as a trusted company within the mining industry, but they felt the brand was falling short. They felt their brand wasn’t communicating their real value, credibility and the premium nature of their products. Joining the AnalytiChem family was simply the catalyst for a brand refresh they knew they had needed for a while.

To kick off the project, we immersed ourselves in the world of certified reference materials – building our knowledge and understanding of the highly technical aspect of mining and geology. Fully informed, we then met with key OREAS stakeholders initially to gauge their business situation and identify a strategic approach to undertake a brand refresh.

The first port of call was a revamp of the logo, staying very close to the original to align with strict guidelines from the new parent company. We gave the OREAS logo a modern twist, a typeface change, and a softening of the elements within the logomark.

With the brand book and new visual guidelines in place, we created numerous fresh marketing materials.  These included:

• A suite of stationary
• Business cards,
• Editable business templates
• Social media tiles
• A “35 Year Badge” in celebration of their 35 years in business.

Ongoing projects include:

• Global exhibition booth design and support
• Digital Audit and update
• Corporate merchandise ideation and design
• A product catalogue in English, Portuguese and Spanish

We are proud of the ongoing relationship we have with OREAS. It demonstrates that when a brand refresh is done well, you can take your visual identity to new heights. For example, most recently the exhibition booth redesign has enabled OREAS to exhibit proudly at PDAC in Canada – a global mining conference for prospectors and developers, which attracts 30,000 attendees.

Works are now in progress to further develop their existing website, an important tool for sales and conversions given their global reach. Our digital team has conducted a digital audit and keyword research to identify search opportunities that OREAS could leverage to build reputation and grow market share.

We identified issues that could be improved to enhance SEO and UX. OREAS have entrusted us to enhance the website design in Q1 2024, using existing infrastructure to not only elevate the user interface and roll out their brand on their digital platform but also to improve the user and shopping experience for OREAS’ global customers.