AuRico Gold

In 2010, Haft2 was approached by an international mid-tier gold mining company for an entire rebrand. Their current name and identity weren’t resonating with prospective new investors. A renewed energy and brand perception were needed.

From the list of names generated by our committee, we worked with the client to distill the collection to a short list of ten names. Website addresses and legal names were cleared before the company opted to move forward as AuRico Gold – a name which nodded to the Spanish speaking nationals that work the company’s mines in Mexico.

A visual identity and colour strategy were then developed to instill investor trust in the company’s communications. Corporate applications, marketing materials, interior environments, brand standard guidelines and their 2010 and 2011 annual reports all followed, and all contributing to building a culture of trust and excellence, in the minds and perceptions of mining families and investors alike.