crafting a global leader in precious metals.
With nearly 120 years of history refining, producing and dealing in precious metals, The Perth Mint has played a significant part in the development of the state of Western Australia. This multi-faceted business is an innovator and champion of the industry. Despite their presence on a global scale, the Mint were experiencing a siloed mentality across their business lines, as well as bearing a dated, incoherent brand identity. The Mint acknowledged that in order to be perceived as a world leader, they needed to regroup and embrace change.
A restrained, holistic and refined identity was developed to unify and modernise the brand. Maintaining their iconic swan hallmark, the identity elevates a staid look into one of sophistication and fastidious quality. It speaks to the core attributes of security, innovation and quality the Mint is renowned for, and rightfully treats gold as the precious element that it is.
An impressive aspect of this project was how Block was able to change gears. While the agency has a strong reputation for contemporary, progressive work they fully understood and reflected the Mint’s traditional values and the more conservative market it operates in. /
Campaign Brief Magazine