The challenge of launching Alleima was twofold. First, we needed to explain that it is a high-tech steel and materials manufacturing company, formerly known as SMT, and originating from the Sandvik Group. At the same time, it was crucial to maintain the heritage, quality association, and positive reputation of its parent company for both external and internal audiences worldwide.

As part of the brand launch, we decided to put Alleima's quality to the test by forging an unbreakable contract from their finest steel. This contract is engraved with their promise to always keep improving, honor their heritage, and never stop finding new ways for them (and their customers) to become more sustainable. A contract designed to last, withstanding the test of time and the elements.

The campaign was supported by a series of films that emphasized the unbreakable nature of the contract and showcased the quality of Alleima steel. We also created a live demo of the contract to be exhibited at trade fairs, serving as both a product showcase and an engaging talking point to attract visitors.

To build on the newly formed brand and meet expectations from employees, investors, and customers, Alleima sought our help to communicate their sustainability perspective.

Alleima is already progressing towards sustainability, with climate-conscious practices and material sourcing that benefit their customers. However, many of these innovations are not widely recognized. We aimed to position Alleima as a trustworthy industry leader in sustainability through a PR-able, content-driven campaign. Our goal was to highlight Alleima’s 900+ patented alloys in an interesting and beautiful way.

In collaboration with fellow Eidra company Mission Anew, we thoroughly examined Alleima’s sustainability efforts and found them credible and ready to communicate. We focused on their expertise in materials that enable positive impacts through a legacy of R&D and innovation.

The campaign, "900 Ways to Make a Change," features hundreds of individually designed butterflies made from Alleima’s low-carbon materials, symbolizing the butterfly effect and the interconnectedness of the world. These butterflies remind us how today's choices impact the future and highlight the lasting effects of material production. Made from one of Alleima’s 900 patented alloys, they demonstrate how a small piece of steel from Sandviken, Sweden, can positively impact the planet.