Rebranding to Raise Sustainability Awareness
ArcelorMittal, the world’s leading integrated steel and mining company, consistently strives to put sustainability first. So when it came time to rebrand its existing product line, in order to raise awareness that its materials are environmentally friendly and in compliance with Europe’s stringent REACH (Registration, Evaluation, Authorization and Restriction of Chemicals) standards, ArcelorMittal turned to Mach Media.
Challenge
When ArcelorMittal approached Mach Media, the company already had a range of organic steel products that successfully met Europe’s REACH standards. Our challenge was to find a way to cleverly rebrand the entire product line, highlighting its sustainability characteristics. And to do so in time for a launch just six weeks away!
Additionally, because the product had to be promoted to an international audience, the new name and campaign needed to make sense in multiple languages and across different cultures.
Strategy
Biomimicry: the design and production of materials, structures, and systems that are modeled on biological entities and processes.
This definition was our starting point. Resolute in our creativity, we ventured outside the norm and introduced an unexpected element. Inspired by the visual balance of mother nature’s shapes and patterns, we positioned the visual identity of ArcelorMittal’s product line under the tagline “Nspired by Nature,” to promote the organic and sustainable nature of ArcelorMittal’s coated steel products. Easy and swift rebrand? Check!
The intelligent solution was to simply add N to the existing product line. Thus Granite® Rain HDS could become Granite® Rain HDSN. Estetic® Access could become Estetic® AccessN, with the N representing not only Nature and Nspiration, but also Nnovation and the Nvironment. Needless to say, ArcelorMittal’s legal team loved this quick, easy and Ngenious solution!
Results
- Clout
With Mach Media by its side, ArcelorMittal was able to successfully launch — on time! — its new collection of sustainable organic coated steel products, featuring coatings and surface treatments free of hexavalent chromium and heavy metals. - All that Luster
The Nspired by Nature visual identity did precisely what we intended, helping ArcelorMittal’s product line stand out and positioning the company as the indisputable leader of organic coated steels. - A Client Relationship that’s Stronger than Steel
With this successful branding exercise, we strengthened the partnership between ArcelorMittal and Mach Media, which spans nearly a decade and continues to this day.
