Create a new and compelling story for Arch Coal — rebrand including a new messaging platform, website, investor and social responsibility communications.
Instead of discussing only the functional benefits of coal, reposition coal as the world’s energy source — affordable, reliable and abundant. Transition the Arch Coal corporate brand position from a pure-play coal company to that of a producer of global energy — a power source for the working world. Informed by research, and a 10+ year working relationship with the company, a new messaging platform was developed across multiple platforms — including website, annual and corporate social responsibility reports.
Arch Coal’s brand position evolved to reflect their new business strategy. Existing “vital” and “responsible” brand attributes were retained, and new messaging was created to tell the “Working World” brand story.