DSI Underground

Reinforcing progress, above, below – and beyond.

Our society is built on the ground beneath our feet. But, as the fabric of our society fundamentally shifts, we saw an opportunity to put DSI Underground at the core of human progress.

The story.

It’s only through mining and tunnelling that we can extract the materials vital to modern life. But in an age of digitalisation, how could DSI Underground extract this truth and reinvent its smart consumables as a way of generating value in a changing world? 

dsi on screen

The thinking.

Starting with a global deep dive into DSI Underground’s business, brand and market, we examined the ways in which the team enhances value in underground operations – and its role in moving our world forward, both physically and societally. And this became our new brand proposition: Reinforcing Progress. A proposition perfectly aligned with the seismic changes shaping the industry. Digitalisation. IoT-enabled mining. A growing awareness of our impact on our wider ecosystem. Reinforcing Progress means taking all of this into account and driving forward into a better future. 

The execution.

With our proposition, vision and mission in hand, we created a whole new brand to reposition DSI Underground, amplified by ongoing campaign activity across PR, content and social. We reached across channels, media and territories to anchor the brand and enable it to thrive in a digitalised, connected and future-focused world. And, above all, we created a strong, smart platform for future growth and leadership; uncovering a value-rich space in the market, and positioning DSI Underground as the new face of human progress – above the ground and below it.

The story continues…

Right from the very beginning, we have worked side by side with DSI Underground’s C-suite, gaining a deep insight into their long-term objectives. As a result, we’ve been able to align our strategies and recommendations with their business and marketing plans, literally helping them reinforce progress towards their goals. By identifying and articulating their unique proposition, and by reinvigorating their brand identity, we’ve undoubtedly made a significant contribution to their growth, financial performance and – ultimately – the sale to Sandvik. This does not mean the journey is over. With new challenges to face, and fresh objectives to reach, our relationship is now entering a new phase. 

“A proposition perfectly aligned with the seismic changes shaping the industry.”

The brand and business value creators