VAMA (ArcelorMittal) 

Challenge

ArcelorMittal is the largest steel producer in the world. Their new company in China, a newly branded joint venture between ArcelorMittal and a major Chinese steel producer, was built to manufacture high-end automotive steel for the expanding Chinese auto market. They engaged Brandigo to refine and re-position the brand to better attract key automotive producers in China. 

Solution

Brandigo started with a brand research project that captured the key value drivers of the brand, along with a competitive audit. Through interviews and workshops with all key stakeholders, as well as the target audience, Brandigo re-defined the brand position and key message, along with the development of a dynamic, vibrant visual identity that captured their position as a high-end auto-related brand. In a market that is mostly defined by images of steel coils – this new brand stood out in the market and created a strong buzz. 

Brandigo continued to work with the brand, creating all key marketing collaterals and internal communications material for the new brand.