Joy Global is a multinational manufacturer of mining machinery that was born out of the 2001 merger of P & H and Joy, mature and revered suppliers of surface and underground equipment, respectively.
The merger, along with several major acquisitions, made the company one of the largest players in the mining equipment world.
MK was tasked by Joy Global’s marketing team to build a roadmap for brand success, and provide the company with tools such as a coherent brand architecture, compelling brand book, an emotional brand video, and a plan for turning employees into evangelists.
MK developed a blueprint for creating a more engaged workforce. Central to this were a series of videos highlighting different employees worldwide, and a quarterly publication focused on critical team-building issues.
A worldwide print campaign presents the brand as vital to modern life, and uses a visual vocabulary that clearly and dramatically sets Joy Global apart from the competition. Gone are the requisite images of machines at work, replaced by lifestyle photography that humanizes the brand.