Tieri, a top little town.
When Glencore wanted to shine a fresh light on Tieri—a small but mighty mining town—we stepped up to tell its story. Our mission? Reclaim Tieri’s place on the map, showcase its incredible community, and attract the next generation of talent.
Tieri is home to the vast majority of Oaky Creek Coal’s workforce and a vital component in the Mine’s talent attraction strategy for prospective employees – as an alternative to a FIFO lifestyle.
Documentary
We began by capturing Tieri’s essence through an emotive documentary that shared heartfelt stories of local residents and their deep-rooted ties to coal. These authentic narratives became the soul of the campaign, setting the tone for every creative asset that followed.
Branding: To bring the campaign full circle, we developed the brand identity “Tieri – a top little town.” This included a custom logo and comprehensive style guide, ensuring every touchpoint reflected Tieri’s warmth, strength, and ambition.
Website: This wasn’t just another corporate site—this was a destination. Prior to our work, Tieri’s online presence consisted of a mere Wikipedia page. Now, it’s a compelling hub showcasing the town’s potential, opportunities, natural beauty and community pride—designed to inspire future mining talent, families, and businesses to build a life and future in this remarkable community.
Newsletter: Keeping the momentum alive, we launched an ongoing quarterly community newsletter to highlight local news and jobs, share community updates, and nurture hometown pride—keeping residents informed and connected.
This project went beyond marketing—it was authentic community engagement and a reimagination of Tieri’s future. A story of place, people, pride, and potential. And we’re proud to have brought it to life.
