Helping an ambitious metal processing company to redefine their offering

Elemental Resource Management

AWT waste recycling recently migrated their business activities from a trading company to a processing company. They invested in new premises, new processing equipment and subsequently needed to develop a new value proposition and brand identity to reflect these exciting developments.

Due to the significant change in business activities, and in an attempt to overcome any pre-existing notions of the services that the company provides, the decision was taken to change their name to ‘Elemental Resource Management’. The main focus of Elemental’s business is now the extraction and processing of precious metals from secondary materials (including those used in industrial and automotive components, machinery and electronic devices).

One step ahead

Our branding workshop helped to establish Elemental’s brand values and personality. It also identified their target audience and how best to communicate with them. These findings and research became the basis on which the design process was then built.

The logo takes the form of a simple wordmark. The lower segment of the ‘l’ is shifted to the right, communicating the idea of being ‘one step ahead’ as well as representing the metal extraction process itself. The ‘pixel’ is highlighted in gold (unless using the gold background), hinting at the precious metals which are extracted.

Development

Starting with the company’s old logo from its previous name (left), various ideas were generated and developed around themes of processing / changing / evolving. The ‘one step ahead’ route (right) was selected as the final logo for its simplicity, sophistication and ability to better serve the affluent and aspirational client base of the company.

Application

As well as the brand identity we also created a full suite of materials for Elemental. These included stationery, website, icons, exhibition graphics, corporate brochure and email template.

Colours

The gold colour is suggestive of the precious metals which are extracted as part of the process. The spectrum of greys make reference to the different types of metal component from which the precious metals are recovered.

White is also an important part of the colour palette and is used to create confident open spaces which lend sophistication and communicate the transparency of the business in general.