SkillsDMC

This client’s communication problem was obvious to anyone who telephoned them. “Good morning, Resources and Infrastructure Industry Skills Council, can I help you?” Yes, their name was long and difficult to remember. And when reduced to the acronym RIISC, they sounded like they were in the insurance business.

The problems didn’t end there. Their visual identify had developed in several directions over the years and it was badly in need of a refresh.

However, the idea of undergoing a brand overhaul was a concern for several stakeholders and the notion of a name change even more so. For Highway 101, it was clear that a complete refresh of the name and visual identity was the only real answer.

The next problem was convincing the board, comprised of representatives from all sectors of the mining, drilling, quarrying and civil construction industries. Fortunately, the simple logic of the new name, visual identity and marketing strategy won approval from all quarters in the end.

And so, SkillsDMC was born. Skills, because that’s their core business and DMC for Drilling, Mining and Civil Construction.

Dorothy Rao, Chief Operations Officer for SkillsDMC, lived every step of the process and comments “It’s funny, but everyone has forgotten about our past problems – the name SkillsDMC has been seamlessly adopted, both here and throughout all the industries we work with.”

“I really enjoyed working with Highway 101, who calmly steered us onto the right course, despite the many obstacles they encountered on the way. What they’ve achieved is very impressive – we have a new name and identity that we are all proud of, which will take us into the future.”