Propella Brand Innovation
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Buel

Industrial, Maintenance, Mining Resources

Buel operate in remote and hazardous environments servicing the infrastructure of Australia’s mining and resources industry. Creating a new brand identity we had to reflect their obsession with safety.

A bigger idea

A bigger idea

Safety and reliability are paramount in this industry, especially when working amongst the massive infrastructure and machinery of the mining industry. Essential to this is visibility – if you are seen, you are safe. We drew inspiration for the new brand from hazard warning symbolism, choosing a vibrant green to contrast with the fluorescent orange safety gear and the red Australian earth.

The old brand identity

The old brand identity

Buel was originally called PRA Global, well known in the industry for being reliable and safety conscious, but the name, logo and application was tired and generic.

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