Building a brand from the ground up.

Epiroc brand guide, yellow with black and white, both closed and open view

The challenge

When Atlas Copco decided to split and form a separate company to serve its mining, infrastructure and natural resources customers, they needed to build a new and distinct brand from the ground up. This new brand needed to resonate with existing customers, create stronger connections with future customers and support its business goal of innovation.

Our approach

With a logo and brand promise in tow, Atlas Copco partnered with Anthologic to create a comprehensive branding package that would bring the Epiroc brand to life.

The solution

The brand package Anthologic created in collaboration with Epiroc formed the foundation for a massive rebranding effort that touched everything from equipment, service vehicles and facilities to literature, websites and tradeshow displays. A robust brand guide ensured consistency and quality across all branded elements and channels of communication from Day 1. A series of communications was developed to build unity and momentum among employees, and an external launch plan was put in place to generate excitement in the local and global markets. We also created new social media accounts for the brand and built an annual content plan to solidify Epiroc’s unique voice, as well as a paid social campaign to grow its audience of followers.

The outcome

In half a year, Epiroc went from a company without a name or logo to a global brand launched worldwide. The new brand was successfully introduced to over 100 countries through global and localized efforts, and Epiroc’s built-from-scratch social media presence gained 85K+ followers in just six weeks.

Gray building with yellow Epiroc logo
Examples of Epiroc branding on a variety of vehicles, including vans as well as semi-truck trailers.
Open brochure advertising an Epiroc rig
Different Epiroc social platforms on desktop, tablet, and mobile

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