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Client

Buel

Sector
Industrial
Disciplines
Strategy
Design
Digital
Campaign
Communication

Servicing the industrial infrastructure of Australia

In Australia’s mining and resources sector, maximising a return on assets whilst maintaining a safe working environment is critical to profitability. Buel (originally called PRA Global) provide specialist rope access climbers who assess, maintain and repair critical infrastructure in hard to get to places. PRA Global had earned the respect of clients and were well known for safety and reliable, however their brand had limited appeal and did not stand out against competitors.

Be seen, be safe, be Buel.

Workplace safety is of paramount importance in this industry. When dangling from a rope amongst the massive infrastructure and machinery of Australian heavy industry, often in remote areas, it is essential to be visible at all times. If you can be seen by others, you can stay safe. This was also important to customers as accidents are expensive, time consuming and can cause even more complex problems than the original issue that needed fixing. Understanding the role health and safety played with the industry shaped our design thinking with a new brand identity inspired by the hazard warning symbolism (such as chevrons and fluorescent colours) seen across the industrial landscape.

Fuelling boldness.

The brand strategy centres around how they perform their services for clients with Ingenuity at Work. This inspired the new brand name Buel which has a powerful phonetic quality created by combining ‘b’ for ‘bold’ with ‘fuel’ (as in fuelling innovation). As a four letter word Buel lends itself perfectly to big bold industrial style letterforms. Our new chevron icon strikes through the capital ‘B’ which is designed to suggest the heights they go to for clients. We built flexibility into the device so it could expand, grow and animate according to application. All brand styling was designed to be super bold for maximum impact and visibility, selecting a vibrant green brand colour to contrast with the orange safety gear and the red earth of the Australian outback.

Scaling new heights.

The new brand was universally admired by clients and customers, especially when a Buel truck would arrive for a site inspection. Approximately seven years after relaunch Buel’s management team successfully secured an acquisition by another leading rope access company.

Original PRA Global rope access branding
Buel rope access competitors snap shot
Buel rope access brand strategy mood board ingenuity at work
Buel rope access brand design personality and design concept mood board
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Working on the high wire

Buel rope access brand design vehicle application UTE. Photography Gavin Jowitt
Buel rope access mining and industrial logo brand design icon symbol chevron
Buel rope access brand design clothing application high vis vest mining operations. Photography Gavin Jowitt
Buel rope access mining and industrial logo brand design
Buel rope access mining and industrial logo brand design application to vehicle ingenuity at work. Photography Gavin Jowitt
Buel rope access mining and industrial logo brand design climbers clothing high vis climbing gear. Photography Gavin Jowitt
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Buel rope access mining and industrial logo brand design clothing climbing ladder oil company
Buel rope access mining and industrial logo brand design stationery business card
Buel rope access mining and industrial logo brand design chevron background hazard warning
Buel rope access mining and industrial logo brand design climbers clothing high vis climbing gear welding. Photography Gavin Jowitt
Buel rope access brand design logo icon B monogram and chevron
Buel rope access brand design vehicle application UTE. Photography Gavin Jowitt
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They captured the essence of what we do in our business with a terrific stand-out idea which surpassed our competition”

Stephen Ashworth
CEO
Buel
Buel rope access brand design logo versions full colour, black and white and mono
Buel rope access brand design application to water bottles and promotional brochures and literature
Buel rope access brand design stationery application note pad chevron
Buel rope access brand design clothing application baseball hat logo icon monogram and chevron  stationery application pens
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