Managing a total post-merger brand identity change

Corus was formed as a result of the merger of British Steel and the Dutch Koninklijke Hoogovens, forming one of the largest steel-manufacturing organisations in Europe.

The new company needed immediate planning and management support for the launch of its new brand identity. Assistance was also required for the application on all their visual assets in over thirty countries within a twelve-month period. Preliminary estimates indicated over 16,000 different identity application items (ranging from a ballpoint pen to a locomotive) needed to be converted in the most cost-effective manner with the least affect on operations.

We worked alongside the design agency to save costs and meet deadlines and with Corus's purchasing team to use the potential of their group buying power to contract suppliers. Significant savings were achieved and Corus was able to remove all manifestations of the old identities and convert first-priority visual assets to the new brand identity within the timeframe.