Defining and designing a brand for a new global leader in steel technology

Establishing Sandvik Materials Technology (SMT) as a separate entity sparked a three-year-long strategic and creative partnership with Eidra to design and activate an entirely new global brand and an international launch campaign. SMT’s rebrand to Alleima® was arguably the most closely watched rebrand in Swedish industrial history.Eidra supported Alleima with everything from the naming and brand strategy to bespoke typography and digital design. Furthermore, Eidra built the Alleima brand portal and designed their uniforms and packaging, signage, and wayfinding. Eidra also planned and launched a new global campaign, “The Unbreakable Contract,” to reassure the brand’s quality and core values while creating excitement and engagement around the new brand and its future.

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  Employees impacted by new brand and entity

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  Markets where Alleima is present