Kinross Safeground
Background
Founded in 1993, Kinross Gold is a leading senior gold mining company with a diverse portfolio of operations across the United States, Canada, Brazil, Chile, and Mauritania. At Kinross, health and safety is not just a foundational principle; it represents core values that reflect the company’s ongoing commitment to improvement and to creating a safer, healthier future for all stakeholders.
Deliverables
Naming
Sub-Brand Development:
Visual identity, design elements, and brand guidelinesCampaign Development:
Messaging, creative assets, and guiding principlesTrailer Launch Video
Multi-language Templates and Toolkit
The Ask
Kinross engaged Borealis to help create a global sub-brand that would standardize and elevate its health and safety messaging across its global operations. The objective was to name the sub-brand and develop a cohesive design program that would resonate internally and support Kinross’ ongoing commitment to safety and well-being.
Creative
Borealis recommended the name Safeground for the new sub-brand. This name was chosen to evoke a strong connection to safety while referencing "ground," which symbolizes a solid foundation—a key concept in both safety culture and the mining industry. Safeground also reflects Kinross’ commitment to a "ground-up" approach to safety, emphasizing the importance of psychological safety and encouraging open communication among frontline workers.
The Safeground program was designed to be visually connected to Kinross' corporate brand while establishing a distinct identity that would resonate with employees across all global sites. Key brand elements were developed to ensure consistency in communication while maintaining flexibility for local adaptations. This included the creation of a campaign focused on the Safeground Guiding Principles, which set clear standards for behavior and mindset in the workplace.
To facilitate the launch of the sub-brand at individual mine sites, toolkits were created, featuring templates, guidelines, and localized materials in various languages. Additionally, a trailer video was produced to build excitement and engagement around the initiative, sparking curiosity among the internal audience and underscoring the program’s importance.
