Kimberley Diamonds

Client Kimberley Diamond Company
Industry Mining/Resources

Kimberley Diamond Company employed us to create the identity for what was then a junior explorer. It had to be positive and engaging, reflecting the energy of the venture, at once comfortable on the side of a dusty 4WD in the outback and in the world's boardrooms. It also had to have longevity and flexibility so that it would continue to perform and be appropriate when the company became a miner and then marketer of diamonds.

The brand mark drew inspiration from the vast sky and brilliance of the sun in Western Australia’s Kimberley region and the shards of light and refractions found in diamonds.

Under the tagline we developed of "Discovering Brilliance", we managed the brand over the course of the venture's life, before they were ultimately bought out at the height of their success. They did indeed become miner and marketer, famous for their rare 'fancy' yellow diamonds. We ensured the KDC story remained engaging across all communications including annual reports, website, events and presentations, stationery, signage and collateral.

When KDC celebrated their mine opening we were tasked to package a single raw diamond in a box to be given to all those who had been involved in the success of the project (yes, we did get one!). We designed that ‘box’ from fired clay and Kimberley soil with the company’s symbol as a metaphor for the discovery of the Kimberley diamonds and the company’s brilliant work.

One of the favourite pieces we worked on was the penultimate annual report we produced for them which was storied around ‘a day in the life’ of the growing mine. Inspired by the vast landscape of the Kimberley region and the fact that the company was about to embark on the next level of growth with another fabulous year behind them, we wanted to capture the sense of quiet optimism, dedication and entrepreneurial spirit that pervaded the company at all levels.

We celebrated these attributes through striking photographs capturing the light and activity at different times of the day, shot by Acorn Photo with our art direction. We used the company brandmark to act as a clock or sundial adding subtle detail. We still love this report’s sophisticated, quiet confidence as much as our happy client did!

"Firstnature have worked with me for over 20 years now, developing brands for my various ventures and they nail it every time. They never present anything they or I am not 100% happy with and their work consistently brings a strong and striking visual presence and value to the marketplace."

Miles Kennedy, Chairman

Scope

Branding & Strategy
Print & Annual Reports
Signage
Digital
Promotion
Photography
Copywriting

Objectives met