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Usibelli Coal Mine
Brand Recognition

Role — Art Direction, Illustration, Copywriting

Client — Usibelli Coal Mine

Agency — Fairbanks Brand Studio

Year — 2021-2022

The largest supplier of energy in the Interior, Usibelli Coal Mine holds many strong roles of leadership in the community. As a generous, family-owned company, UCM's goal was strategizing illustrative-forward tactics to make their brand more approachable to strengthen that reputation.

We developed several projects to help them accomplish this: a mascot to represent countless kids' programs, the Trail Run Series in collaboration with Running Club North, and a Zamboni representing their generous sponsorship and career programs at UAF's Nanook hockey games.

All work is owned by Fairbanks Brand Studio and clients.

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General Awareness

We toyed with a few concepts, but the favorite was unanimous: We're transforming a Zamboni into a mining truck—how hard could it be?

Turns out, better than we could have imagined. When halftime came, the arena erupted with excitement. So. Much. Hype. Over the coolest Zamboni in existence. Ice cold, in fact.



Youth Program Awareness

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To put a friendly face with all of UCM's youth sponsorships, we developed a lynx mascot—a common animal seen at the mine.

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Sticker Pack

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Youth Tees

UCM Trail Run Series

In partnership with Running Club North, UCM hosts the annual running series, utilizing the many trail systems across Fairbanks. Our job was to develop a logo with cohesive badges to create awareness.  

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Logo Development

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Badge Series

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Sticker Pack

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