Launching a new brand for a 100-year-old steel company.
Challenge
The challenge of launching Alleima was twofold. First, we needed to explain that it is a high-tech steel and materials manufacturing company, formerly known as SMT, and originating from the Sandvik Group. At the same time, it was crucial to maintain the heritage, quality association, and positive reputation of its parent company for both external and internal audiences worldwide.
Delivery
Brand Strategy
Brand Identity
Communication concept
Naming
Full execution on all brand touchpoints
Launch campaign idea
Campaign executions
Approach
As part of the brand launch, we decided to put Alleima's quality to the test by forging an unbreakable contract from their finest steel. This contract is engraved with their promise to always keep improving, honor their heritage, and never stop finding new ways for them (and their customers) to become more sustainable. A contract designed to last, withstanding the test of time and the elements.

The campaign was supported by a series of films that emphasized the unbreakable nature of the contract and showcased the quality of Alleima steel. We also created a live demo of the contract to be exhibited at trade fairs, serving as both a product showcase and an engaging talking point to attract visitors.
Strategy
Ironically, people were struggling to remember the Scandinavian credit card re:member. Traditionally, this category has focused on the lifestyle associated with the old glamour days of credit cards. But consumer mindsets have shifted. We don't need to tell people how, why, or when to use a credit card. We just need to make them like us and remember us in a way that stands out.
Concept
We created a series of repetitive films designed to convey one very simple message: It’s a credit card. Our strategy increased memorability by associating re:member with emotions and situations far removed from typical lifestyle messaging. The tagline was used to boost recall and differentiation. We also revitalized credit card awareness with the message 're:member. It’s a credit card,' using engaging repetition and strategic visuals.
Delivery
Creative Strategy
Creative Content
Strategy Campaign Executions
Brand Assets
Brand Assets
Creative Content
Brand Assets
Strategy Campaign Executions
Result
Impressions
Above target
+200%
Stock Price
+31%
Revenues
In the full year of 2022
Six months after listing
+32%
Grand Prix Gold Magnet
Employer Branding Awards