Brand Creation
Brand Identity
Brand Positioning
Brand Strategy

Brand Communications
Digital – Website
Print Collateral


Established over a decade ago, Groundbreaking Mining Solutions (GMS) had forged a strong reputation delivering drill and blast rig solutions to clients in Australia and offshore – from servicing and support to quality parts and equipment hire.

Moving to new larger purpose-built state-of-the-art facility in 2018, they were well positioned to meet the demands of a strengthening resources market.

Following this move, GMS had been recommended to talk with Axiom. It has been identified that the previous brand image, although it has served its purpose, was now not adequately reflecting or representing the organisation, and a more professional brand presence was required in order to support the business and prepare it for the next stage of growth.


A comprehensive brand audit was undertaken and a brand strategy developed. We helped GMS to define their brand values and their brand idea – what they will be known for and ensured it would be at the core of everything they do. We also created key brand signatures that would quickly communicate why a customer should choose to do business with GMS.

Also in what we’d humbly call a bit of a masterstroke, simplified the company name down to GMS; offering a stronger and more commanding presence, and reinvented it as the company tagline:

Groundbreaking Mining Solutions.™

This tagline then served two purposes. Firstly it tells people why they are different, reinforces what they do, the arena they work in and the solutions they provide. Secondly it explains the background and history behind their full company name.

The brands visual identity is purposely simple and understated, the symbol taking its cues from a drill head. It is bold, purposeful, authentic and strong. It is after all, the visual representation of everything that makes GMS – GMS.


Only recently launched, success of the re-branding can be best measured through the enthusiastic and rapid take-up of the new look by staff and management across the entire company.