NuFortune

Mining a New Standard: How NuFortune Is Pioneering Zero Cyanide Gold Production

Brand

The Objective

To create a unique brandmark and campaignable brand language for Nu-Fortune Gold Limited. One that positions the company as a potential Top 10 Australian Gold Producer. Built on the back of an exclusive license agreement with Clean Mining, NuFortune will be the first “Clean Gold” producer in Australia using technology that excludes the use of cyanide or mercury in the extraction of gold.

The Solution

After an extensive brand audit of the leading gold producers and prominent competitors, Dovetail was able to clearly identify the strongest and most defendable brand position for NuFortune. This brand position will differentiate NuFortune from their competitors and will also create brand equity aligned with powerful sustainable “Cyanide & Mercury Free” technology that is changing the face of gold processing industry “NuFortune - Zero Cyanide Mining” was born.

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A complete transformation of the brand identity transformed a tired outdated mark into an innovative champion. The company name “Nu-Fortune Limited” was streamlined and modernised to “NuFortune Group”. A “new” bullion bar inspired logo “N” symbol that is modern, dynamic and true to its gold pouring origins. Gold and navy blue colours allow the brand to stand out from its competitors and also convey messages of professionalism, trust and prosperity. An interchanging matrix of bullion bars, lines and steps inspired from underground mining charts create a free flowing story of progress, performance and innovation that transcends stationery, advertising, print, digital and social brand touch points.

The Result

The rebrand signals a new era for NuFortune as it moves from gold exploration into full-scale production. The powerful new identity positions the business as a serious contender in the Australian gold sector - distinctive, sustainable, and investment-ready. With shovel-ready assets and a cleaner future in sight, NuFortune is now perfectly placed to lead a new generation of mining.

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