Context:

(Siemens) VAI Metals Technologies (VAI) is a worldwide leading engineering, plant-building and life-cycle partner for the metals industry with approximately 8,000 Employees worldwide (2013). The company offers a comprehensive technology, modernization, product and service portfolio, as well as integrated automation and environmental solutions for every step of the iron and steel production chain that extends from the raw materials to the finished product – including the nonferrous rolling sector.

In May 2014 Siemens and Mitsubishi Heavy Industries (MHI) have officially announced that they will cooperate in the metallurgical industry and are forming a globally operating company that will be a high-end provider for processes, technologies, plants, products and services for the iron, steel and aluminium industries.

Action:

Consultancy for the Development for the New Company of:
- Immersion and Strategy Review
- Brand Definition, Brand Voice, Key Messaging, Naming
- Brand Craft, Visual Identity and Corporte Design, Design System, Brand Guidelines, Inspirational Video, Image Brochure

Result:

Industry and Technical Knowledge, In-depth Market Research, Cross-company Alignment, Foundation for World Class Branding

Leadership in providing precise technology

→ Article in the "Oberösterreichische Nachrichten"

→ Pressrelease "Primetals Technologies commences operations"