Agency: Pace Creative Group
Client: Orezone
Project Management: Jocelyn Bussieres
Creative Direction, Logo design and Branding: Gustavo Chams
Account Executive: Stefanie Curtis

The Project

After leadership changes, Orezone, a Canadian exploration and development company focused on gold discovery in Burkina Faso, wanted to rebrand their company with a fresher and modern look. We discussed rebranding strategies and the activation plan that would be required.

The Company owns a 90% interest in Bomboré, one of the largest undeveloped and fully permitted gold deposits in West Africa that can be developed in phases to reduce the initial capital expenditure requirements. Orezone also invested over 350,000 into socio-educational programs improving the local quality of life.

Obstacles

Rebranding a multinational corporation requires a long and in depth research that ensures that the company’s history is taken into consideration, as well as market expectations, and future goals. In this specific case, Orezone wanted to be able to communicate with both local communities as well as their investor board.

Final Product

We were able to identify key values amongst Orezone’s target audience: technology enthusiasm, efficiency, results, trustworthiness, loyalty, and ethical sourcing.

To align with the client’s goals and these key values, we developed three branding directions that could represent Orezone’s future. After a board review, we moved forward into creating a few logo options that were aligned with the picked vision. One of the logo concepts was chosen and we developed a brand style guide as well as a launch strategy.

Orezone successfully launched their new brand receiving great feedback from their investors.