The Georgia Mining Association partnered with M&R to modernize its brand and better reflect its critical role in Georgia’s economy. Through a full rebrand—including a new logo, tagline, website, and digital marketing strategy—GMA reshaped public perception, boosted member engagement, and significantly increased web and social media performance.
The Georgia Mining Association (GMA), the voice of Georgia’s mineral industry since 1972, is no stranger to evolution. Representing a network of mine operators, mineral processors, and affiliated businesses across the state, GMA plays a vital role in one of Georgia’s most valuable economic sectors—mining.
From kaolin and granite to marble and sand, Georgia’s diverse mineral resources contribute over $2.2 billion annually to the state economy. But despite its economic significance and stellar safety and environmental record, Georgia’s mining industry still contends with outdated public perceptions.
That’s why GMA turned to M&R for a full-scale rebranding effort designed to reflect the industry’s modern-day realities and reconnect with both its members and the public.
The Challenge: Outdated Perception, Underwhelming Brand
Mining often conjures up images of pollution and danger, but Georgia’s mineral operations tell a different story. No fossil fuels are extracted, all mines are fully reclaimed, and the state boasts one of the best mine safety records nationwide.
GMA knew it was time to reframe the conversation. They needed an updated brand identity that reflected their commitment to environmental stewardship, worker safety, and industry education. Their goal: attract new members, strengthen public awareness, and present GMA as a forward-looking, indispensable industry advocate.
The Solution: A Strategic, Ground-Up Rebrand
A Modern, Meaningful Logo and Color Palette
Our designers developed a new GMA logo that reflects both geographic relevance and industry insight. The symbol incorporates the outline of Georgia and features a color palette inspired by the state’s most prominent minerals—arranged in the order they naturally occur underground. The typography was custom crafted to echo the precision and physicality of mining, with extended letters and a rugged, grounded feel.
A Tagline That Connects Mission to Audience
Our State. Our Resources. Our Future.
This new tagline highlights shared ownership and responsibility, positioning GMA as a unifying force connecting Georgia’s land, economy, and people.
A Website That Works
The redesigned GMA website now offers an intuitive user experience, clearer messaging, and an abundance of useful content for both members and the public. From safety education to legislative advocacy, the site clearly articulates GMA’s value and purpose. Mobile-friendly and optimized for engagement, the new platform supports both SEO growth and user satisfaction.
Ongoing Digital Marketing Support
To ensure long-term impact, M&R provides GMA with a full suite of marketing services:
- LinkedIn management and advertising
- Monthly enewsletters
- Direct mail and print collateral
- Business listings optimization
- A compelling two-minute logo reveal video
The Impact: Measurable Growth and Renewed Engagement
The rebrand launched to an enthusiastic reception in August 2024. Within just a few months:
- Website traffic doubled, with engagement rates soaring above 60%.
- SEO performance tripled, with nearly three times as many keywords now driving organic traffic.
- LinkedIn impressions exceeded 43,000, with 1,700+ engagements within the first five months.
These numbers reflect more than just clicks—they show a revitalized connection between GMA and its many audiences: industry professionals, policymakers, educators, students, and the general public.
From the Client
“M&R worked diligently to find out what makes GMA unique… They created a brand that reflects the importance of mining in Georgia. We now have the tools to better share that message with everyone from legislators to schoolchildren.”
– Cynthia Peterson, Georgia Mining Association
Final Thoughts
The Georgia Mining Association’s transformation is a powerful example of what’s possible when branding aligns with purpose. By redefining how they present themselves to the world, GMA is not only attracting new members—they’re helping the state of Georgia better understand and appreciate one of its most essential industries.
M&R Is Ready to Handle Every Step of Your Rebranding!
From building a complete development and launch strategy to managing your social media platforms throughout the transition and celebration, we’re your turnkey partners for your rebranding. In our 17+ years, we’ve helped companies in nearly every vertical navigate their rebranding efforts and emerge with a new, successful identity!
Call 478-621-4491 and talk to a member of our Sales team today!
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