Luna Gold came to us as a junior gold producer with a very bright future. The company had a big gold resource in Maranhão, Brazil, and was producing modestly at the site. As they worked to step up production, Luna Gold was looking to move up the ranks of the international gold markets.
Luna Gold had every reason to project confidence. They had a potentially giant resource, for one. But they also knew how to access it. The company’s senior management team had decades of combined experience in mineral extraction. They put in place policies and practices that one would expect from a a major player, including very proactive measures of safety, ecological protection, and community support. This shows foresight, and projects a sense of controlled growth for the company. After all, if you’ve got these things worked out, you’re probably on top of earnings.
Luna Gold leads with results, not hype, and they were willing to make the long play. Thus, our job for the brand was to project both powerful growth and restraint – to depict a mineral company with quiet, solid confidence. All while enticing with the lustre of gold.
Luna Gold leads with results, not hype, and they were willing to make the long play. Thus, our job for the brand was to project both powerful growth and restraint – to depict a fast-growing mineral company with quiet, solid confidence.
The Luna Gold logo needed to reflect a global view, and still exude a sense of rich luxury. Taking cues from established luxury brands, the logo feels both engineered and plush – and very solid. It was a brand that suggested stature, and instilled trust.
The identity needed also to express itself deftly in a staid and formal corporate landscape. It did so with ease, all the while projecting a kind of monumental importance throughout the suite of materials.
This proud and impactful brand presence imparted a sense of rich theatre to the trade show environment. The language looped into the policies - and prospects - of the company, delivering a powerful impact to passersby.
The website and annual report struck a delicate balance of science and bold excitement. Big bold messaging set a tone of frank confidence, with no frills. The colour palettes were firm and rich, underscoring the engineered concreteness of the information presented. The entire layout was at the service of the technical information – the true heart of the materials for investors.