Implementing a new brand for a world-leading
materials technology company
Our client. Alleima Tube Division, formerly Sandvik Materials Technology, was spun off from Sandvik (founded in 1862) and listed on Nasdaq in 2022. With annual sales of approximately SEK 20 billion and 6,500 employees, the company serves customers in around 90 countries. Alleima specializes in high-value materials – including stainless steels, nickel alloys, titanium and corrosion resistant alloys – for some of the world’s most demanding industries.
Our assignment. Following the launch of a new brand identity, the task was to bring it to life through compelling, distinctive and forward-looking communications across all the company’s assets, mainly the Tube Division. The goal was to signal a progressive, distinctive company, while honoring its heritage of steelmaking and deep materials knowledge and innovation dating back to 1862 in Sandviken. A major practical challenge was the large number of assets, from film and web to sales and marketing collateral – all requiring fast and consistent rebranding.
Our solution. We worked closely with Alleima’s brand and communications teams, both at headquarters in Sweden and across regional markets in Europe, North America, South America and China. Given Alleima’s decentralized setup, it was essential to adapt selected material for regional needs – including events, trade shows and digital campaigns. Throughout, the focus was helping industries to advance and grow together with customers – shifting the narrative from selling products to knowledge, solutions and progress.
The result. Today, the Alleima spinoff, branding and communications rollout is widely recognized as a major success and has won external recognition. It has helped Alleima sharpen its messaging around its core expertise of adding value in ways that matters to customers and sets it apart in the market. The company has achieved an average annual growth rate of 12% over the past five years (double its peers), while maintaining solid profitability.