BLACK DIAMOND

DEFINING AN INDUSTRY LEADER IN SLAG PRODUCTS

Defining an Industry Leader in Slag Products

U.S. Minerals Launches Black Diamond

U.S. Minerals supplies repurposed slag products to the roofing and abrasive markets, including high-quality coal slag roofing granules, iron silicate roofing granules, coal slag blasting abrasives, iron silicate blasting abrasives, specialty blasting abrasives, and mineral fillers. It has manufacturing facilities in Anaconda, Montana; Baldwin and Coffeen, Illinois; Galveston, Texas; Roberts, Wisconsin; La Cygne, Kansas; and Harvey, Louisiana.

Challenge

As an industry leader, U.S. Minerals has years of experience manufacturing roofing granules and blasting abrasives for roofing manufacturers, abrasives distributors, and abrasives end-users across the country. However, due to acquisitions over the years, the company historically suffered from brand confusion between their products and inconsistent visual branding across plant locations and product packaging. This lack of clarity limited its market potential, especially for the blasting abrasives side of business.

Defining an Industry Leader in Slag Products

Solution

Red Caffeine was brought on in 2016 to clarify the brand architecture and create a cohesive brand identity across locations, while increasing brand awareness and recognition. We began with market research of the competition and on U.S. Minerals' customer base, establishing a benchmark for comparison and strategic plan moving plan forward.

Based off our research, we recommended consolidating all abrasive product brands under the brand name with the most recognition and equity, Black Diamond. U.S. Minerals now acts as the parent brand and roofing product brand, while Black Diamond is now the singular abrasives product brand. The two brands provide better focus for their separate buyer types — roofing partners and abrasives customers. We provided a uniform visual identity and a new website for Black Diamond to further clarify the brand. We then equipped U.S. Minerals’ leadership with the tools to visit all plants nationally where they articulated the brand architecture and each brand’s individual story for internal cohesion.

Defining an Industry Leader in Slag Products

Result

The cohesive brand architecture positioned both U.S. Minerals roofing products and Black Diamond abrasive products to have a greater footprint in their distinct markets. We continue to be a strategic and creative partner to U.S. Minerals as we move into new campaigns focused on brand awareness and lead generation.