RIO TINTO

Following a brand evolution, Rio Tinto sought to establish a comprehensive suite of sonic assets to unite communications across their business units, teams and global sites. Rio Tinto is guided by their new purpose – to responsibly produce the materials the world needs – and driven by values of care, courage and curiosity and create a sense of pride for the employees, and connection with community.

Following in-depth brand and competitor audits and a series of collaborative workshops, we defined Rio Tinto’s sonic essence Evolving: Progressive and Optimistic and came up with a creative concept inspired by the mining process Raw to Refined.

To bring the concept to life, we featured metallic percussion instruments (metallophones) juxtaposed against the rich harmonies of a 60-piece string orchestra. Modern progressive production techniques were used to create a progressive and optimistic tone throughout a brand anthem and a brand music library of five remixes.The audio logo, designed with distinctive metallophone sounds, conveys a feeling of innovation and refinement.

Rio Tinto’s sonic brand system now allows in-house teams and agency partners to create consistent branded content confidently. It helps to communicate the brand values and ethos, elevating them in their sector and supporting their ongoing commitment to progress.