Case Studies
ArcelorMittal
<p>The merger of the two largest steel companies in the world as ArcelorMittal created a huge branding challenge. On top of the 750 locations in 20 countries, there were also ships, rolling stock and industrial sites to be rebranded – all without extra downtime.</p>
<p>We worked with FutureBrand to develop signage specifications that could be produced and implemented globally, along with graphic and vinyl specifications for the signs and the vehicle fleet. We were then selected to implement the whole project, using our Principle360 partner network.</p>
<p>Managing the livery rebrand in parallel to the site signage achieved major time savings. We also volume manufactured in local regions, so there was no need to ship goods across continents, resulting in significant savings in taxes and duties. In addition, our Principle360 installation partners were able to act as consultants to the country brand champions and local site managers in order to safeguard the brand vision.</p>
<p>The implementation took extraordinary planning. Ships rarely docked for less than a day, mining posts had to be reached by helicopter, and one 500-foot chimney was only accessible during a one-day shutdown each year. Yet within the space of the year, ArcelorMittal had achieved a highly successful rebrand.</p>
