Client: NIMY Resources
Project: Brand Identity, Web Design, Corporate Decks, Brochures, Stationery, Video Production, Digital Marketing & Social Management
Sector: Nickel Mining

The Objective

NIMY Resources is a responsible, community focused Nickel-Sulphide “explorer” who has accessed one of the largest untapped “District Scale Nickle Belts” in the Goldfields District of Western Australia. At 1761sqkm the discovery is one of the largest in Australia for over forty years.

Nickel-Sulphide is one of the key critical minerals required in the manufacturing of today’s renewable batteries used in electric vehicles and home based charging, solar panel storage systems, as well as space craft and stainless steel.

Dovetail was asked to create a unique brand identity for NIMY Resources that positions NIMY as a leading Nickel exploration company and presents the company is the best possible light to attract pre-IPO investment, before launching on the Australian Stock Exchange (ASX - NIM) in late 2021.

The Solution

After an extensive brand audit of the leading local and international Nickel explorers, producers and prominent competitors, and an in-depth look into the Nickel market, the increasing global demand for Nickel was apparent. With car manufacturers and others worldwide turning to battery power by 2030, Nickel is becoming a critical mineral. From this, the brand position of “Essential” was recommended and agreed upon as this not only allows NIMY to stand out from recognised and established Nickel players, but it also embodies the long term vision of the company to impact the global demand for Nickel now and into the future.

The NIMY name is derived from the battle for “NIMY” bridge in Belgium in World War I. Where the founder of NIMY Resources’s grandfather “Maurice Dease” fought and was recognised posthumously for courage and bravery with the Victoria Cross. Like the original internally produced brand mark, Dovetail drew inspiration from the bridge, but rather than creating a heavy angular symbol, we applied the thinking into the typography by channeling and aligning the natural angles within the type to the historic bridge.

The custom type is complimented with a free flowing “N” symbol. Green for the colour of Nickel or greenstone; the letters of “Ni” that represent nickel in the periodic table and with an energy that embodies the responsible and community focussed vision of the company. One that can adapt, change evolve and bring a unique identifiable language to all future marketing collateral for digital and print.

The Outcome

The NIMY brand was met with an overwhelming success from the investment and wider resource community. The pre-IPO listing of 6M target was reached with weeks of the prospectus being released with 1-in-3 investors, investing into the business.

NIMY are now regarded as a first mover in a metallogenic greenstone belt, with the ability to unlock the district scale nickel belt at the MONS Nickel Project.

Dovetail Brand Engagement are branding agency based in Melbourne and Perth, who are also experts in Human Resources. They combine and align the power of both “brand and culture” to transform Australian & International businesses to the next level. If you would like to find out more about how we could “redefine your brand” please click here.