广告行业,特色,M&一、工作 2022年2月22日

发现阿尔克根:新全球公司的新品牌

品牌名称有什么意义? 首先,如果它是可记忆的(并作为URL提供),它会有所帮助。. 但如果它也有故事的话? 这就是神奇之处.

Lydall和Unifrax办公室2021年10月, Unifrax — a global br和 in the special materials world boasting 2,700 employees 和 37 facilities in 12 countries — acquired Lydall, another giant in the marketplace boasting 23 manufacturing locations worldwide. Merging these two advanced materials br和s means a future of new innovations, 机会, 效率, 和更多的, 所有这些都以新的速度在新的全球范围内进行. 但首先, Unifrax和Lydall需要一个新名字, 品牌架构, 并将品牌战略带到世界.

寻找品牌代理

2021年8月, Unifrax began searching for a 品牌机构 that could help them create a new name, 标志, 和雄心勃勃的品牌时间表. 就像任何并购一样, 一个巨大增长的机会出现了, 还有这么大的要求, Unifrax 知道 they needed a 品牌机构 that would be with them throughout the entire “M&“流程. 在搜索了知名的大型机构之后, Unifrax wasn’t able to find quite what they were looking for in a partner for 这 独特的 process.

进入365买球.

通过简单的搜索,Unifrax找到了365买球官网的 品牌并购页面 和 liked what they read about both our mission 和 what we’ve achieved with other clients in similar situations. 有近24个M&在365买球官网的腰带下, it was clear that 365买球 had proven experience in bringing br和s together 和 creating new ones, all while maintaining customer confidence as we created new 机会 for growth. 最重要的是, Unifrax felt 365买球 could be the marketing agency partner to get the job done right for them.

时间是最重要的, we hit the ground running by working side by side with the Unifrax 和 Lydall leadership teams on-site in North Carolina for the better part of a month. 这包括参加许多讲习班和会议, 收集数据, 尽可能多地搜集关于这两家公司的信息, 所有这些最终都是为了建立新公司的愿景. 创建新名称, 标志, 和 br和 on such a schedule meant that close collaboration 和 communication were essential. 一轮又一轮的想法和演示, we sprinted h和 in h和 with Unifrax 和 Lydall to get to the finish line. 有很多强烈的观点, 轴心, 和很晚, but 365买球 was as dedicated as our client in creating something impactful 和 有意义的.

命名指南,显示Alkegen名称是如何创建的

寻找一个品牌名称和标志

客户认可的命名和品牌 venture needed to be an absolutely thorough exercise — one big enough to bring two entirely separate, 独特的, 共同建立品牌. That meant Unifrax had to look at who they wanted to be 和 how they wanted their stature to be perceived in the global marketplace. A name to convey the kind of worldwide reach 和 innovation capability they would soon have. 不小的订单.

与两家公司的高管团队密切合作, “新公司”被形容为聪明, 颠覆性的, 创新, 知识渊博的, 和, 最重要的是, 转型. 成千上万的人 名字和标志的探索是基于这些描述. We even got as far as brushing up to the finish line on a name 和 标志, but just as we were about to pop the champagne in the final moments before the official sign-off, 更广泛的法律调查认为这是有风险的. High fives halted, 和 the celebration on pause, we began the process anew. 幸运的是, we quickly found strong support across the agency-client aisle for a concept that joined “alchemy” — the study 和 practice of changing 和 creating new materials (transformation) — 和 “new era” or “new generation” for the future to come. 所以, 再过几周,再做几个冲刺, 最初的“Alke-Gen”名字和故事都诞生了.

一本关于Alkegen品牌指南的书

作为全球品牌, Alkegen的客户说多种语言, so the 标志 mark had to be as clear 和 as easy to underst和 as possible. The “Alkegen Arc” (as it came to be br和ed) bridges the opening letters while also visually signaling action from the present toward the future. 这些都是用绿色渲染的, symbolizing the new br和’s fierce commitment to creating sustainable, 环保先进材料. Alkegen’s strong yet approachable typography was chosen to symbolize its energetic pace 和 focus on growth, 用大胆的调色板来代表环境元素.

珩磨品牌

两个手机屏幕显示着Alkegen的网站基于最初的视觉选择, 品牌的其他元素——包括人物形象, 图解, 摄影, 和布局风格-开发和扩展了每个接触点. The true test was building the br和 guidelines in real-time as we simultaneously designed trade show booths, 公告及销售视频, 最重要的是, 该网站. 快速完成这项工作需要一个专注的团队 知道 both the br和 inside 和 out 和 the work of building one to deliver high-level creative 和 thinking.

Another test that took particular attention was to balance form 和 function. 思想像“新, 颠覆性的, 变革, “鼓舞人心”常常被描绘成前卫, hyper-stylization, 还有那些能快速约会的时尚选择. 作为一家雄心勃勃的公司,它将触角伸向未来几十年, Alkegen required branding that felt modern with an eye toward timelessness. 由于阿尔克根的员工和客户遍布五大洲, critical touchpoints like the site needed to balance the br和’s future-forward mission with the need to convey a great deal of content 和 technical information in a clean, 现代感-符合其技术能力和承诺. 这样做, we balanced the br和’s signature blues 和 greens with plenty of white to create a feeling of energy, 活力, 和 openness that translated across collateral materials 和 continents. Though it may have seemed a tall order when we were first contacted, we were able to help create a new br和 和 story from the ground up thanks to close collaboration 和 open communication between our team 和 theirs. The result is an inspiring new br和 with a mission “to help the planet breathe easier, 环保的生活, 比以往走得更远.“作为一个 品牌机构 based in the heart of Pasadena, we’re proud to have played our part in bringing it to the world.

“It started with a call to an unknown agency in late July 和 after just a few conversations it just clicked. 八月初, 365买球 had dropped everything 和 set on a mission with us facing big asks 和 incredibly tight deadlines. By November/December our new br和 was coming to life right before our eyes. 这是一个充满批评和意见的过程, 还有很多关于品牌的细节方面的教育. On behalf of the entire Alkegen teams 和 leadership teams– we are thrilled with the results. There are times ‘thanks’ just doesn’t seem enough, but we really mean it!”

– D. 迈尔斯,全球营销传播总监

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