AME Roundup


  • Branded content
  • Events system
  • Graphic collateral
  • Wayfinding
  • Website development
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Engage. Connect. Evolve.

AME Roundup is the premier gathering place for thousands of geoscientists, prospectors, financiers, investors, suppliers, governments and Indigenous partners to engage, share knowledge, and stay at the forefront of the opportunities and challenges shaping our industry.

We provided a conference-based website that allows the organizers to easily add individual events to the conference schedule and display them seamlessly across the entirety of the site. We have also been responsible for evolving the conference’s brand each year (since 2016), creating and printing a myriad of wayfinding materials, printed booklets, large hard walls, and other signage.

The Creation

Originally conceived in 2015, we extended the AME brand identity to give Roundup its own unique voice, while still remaining cohesive with the organization’s visuals. Transparency with Indigenous communities has become a large focus for exploration and resource companies. We represented this through the creation of a visible grid, which made its way into the conference’s website and physical materials. We also developed a series of illustrations, showing the ‘makings’ of objects like windmills, chips, EV batteries, and solar panels–all the result of a healthy mining industry.

The Impact

The conference ran during the last week of January 2024. It saw its most successful year since 2019, with over 6,000 attendees.

"Wade is an expert, skilled, talented and easy to work with always willing to incorporate new ideas and new concepts. The Association for Mineral Exploration (AME) contracted The West Harbour in 2016 to complete our new website & incorporate our new branding. We created a shared project sheet and he met with us in person over several months to get the planning, design, build, testing and launch complete. Wade is helpful, creative and practical and as a result we launched our new website on time. The organization continues to work with Wade on website refresh projects, updating and redesigning our conference website each year and he leads new and supports existing projects by working with our in-house events marketing staff to create artwork for ads, banners, fliers, signage and marketing collateral."
-Tracey Sexton, Association for Mineral Exploration