OOTS unified Cougar Mining Equipment’s brand with a strategic blueprint and bold new logo, boosting pride internally and positioning the company as a future-ready leader in new markets.
The Challenge
Cougar Mining Equipment, a leading Australian industrial equipment company, initially approached OOTS for a brand refresh. However, as discussions progressed, it became clear that Cougar required more than a visual update. The company sought strategic direction to unify its businesses, modernising its image whilst positioning itself for future growth and expansion into new markets.
Our Approach
OOTS developed a comprehensive brand strategy that consolidated Cougar’s fragmented identity into one cohesive presence. The brand blueprint emphasised Cougar’s core values – strength, safety, reliability, and innovation – and ensured these were reflected throughout its communications. A key part of this strategy was the evolution of Cougar’s logo. The new design was modern, bold, and simple, symbolising both Cougar’s heritage and its forward-thinking direction. Two main concepts were presented, and the final logo was refined into a “chromified” version for added impact.
The Results
The new branding was unveiled at Cougar’s 25th-anniversary celebration, where it received a positive reception from employees and stakeholders. Internally, the rebrand fostered a renewed sense of pride, while externally, the modernised identity positioned Cougar as a future-ready leader, signalling its ambition to innovate and expand into new markets.
