Bis refreshens with future focus

New financial situation sees resources services firm on front foot

Bis refreshens with future focus
Brad Rogers says Bis want to build on its positive momentum


Resources logistics provider and innovator Bis Industries is taking advantage of a lightened debt load to present a revamped face to the market.

Fresh from an ownership transfer, privately held Bis has made a series of adjustments to its public profile including an updated logo, new website and streamlined business descriptors.

"We’ve greatly appreciated the strong support we’ve received since the recapitalisation announcement and we want to build on this positive momentum with updated branding that better represents the new Bis," CEO Brad Rogers says.

"The brand refresh is not a dramatic overhaul, but there are some important enhancements. For instance, most people refer to us as ‘Bis’ and from now on we will too.

"Bis Industries Limited remains our legal entity but Bis is more direct and familiar."

"We’ve also streamlined the way we describe our service offering, focusing on four core business groups – logistics, materials handling, underground services and our new offering, consulting.

"We’ve updated the Bis logo, supported by a new tagline – Deliver Every Day – which embodies our strong culture of reliable delivery of safe, innovative and consistent production outcomes for our customers.

"We’ve been delivering for our customers in this way since 1915 and we want to ensure that our employees continue this focus.

"Industry conditions remain challenging but our proposed new balance sheet represents a generational re-set of the business. Our updated brand aligns to this opportunity."

The new branding and narrative is highlighted in Bis’ newly launched website.

Bis will progressively update its material and assets with the new branding during the coming months.

Its proposed new capital structure involves a debt for equity swap that will reduce total debt by around 80 per cent, or $1 billion.

The restructure is expected to be completed in the fourth quarter.

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