ArcelorMittal

When implementation matters

Effective brand asset management and consistently used brand guidelines are of the utmost importance for any organisation. For ArcelorMittal, the world’s largest steel company operating in more than 60 countries, brand integrity became mission-critical when it was formed through a merger between Arcelor and Mittal.

17,500

Page views per year

2,400

Digital assets

7,300

Active users

25,300

downloads per year

Challenge

The merger and subsequent rebrand through the global branding agency Futurebrand increased the importance of projecting a consistent brand image to the world.

The challenge was to implement the new brand smoothly, quickly, and efficiently worldwide. They achieved this by establishing an effective brand and marketing asset management system, digital asset management functionality, and unified, enterprise-wide online brand guidelines.

Solution

Brandworkz worked with ArcelorMittal and FutureBrand to develop a fully branded worldwide marketing asset management web portal, fully configured to the new company’s needs.

The brand asset management site enables authorized brand implementation partners and staff to access up-to-date brand guidelines and share brand assets such as logos, images, videos, and corporate templates. A centralised and scalable resource, the new system is ideal for the roll-out and ongoing management of the brand.

The key to the project was the need to educate users about what the new company stood for, how the new branding should be used, and how to distribute the new brand assets quickly and accurately.

The site aimed to build a much stronger brand champion community. It also made it easier to find and download the ArcelorMittal brand elements, offering many time—and cost-saving features.

The launch of the new ArcelorMittal brand went smoothly
Roll-out was completed in record time, which would not have been achieved manually.
Significant cost savings in the roll-out of the new brand identity
More consistent visual identity around the world
System and processes in place to manage the ArcelorMittal brand post-implementation

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