Alium
Project title: Rebranding and launching Alium Partners
Brandsmiths
Following AAB’s appointment our brand strategists, Brandsmiths, were charged with the brand development for the business which included developing a name and a brand model. Through meetings with the senior management and key external stakeholders and desk research, Brandsmiths was able to develop a strategic brand framework, including essence, proposition, positioning and personality. They also developed a preferred route and name.
Brand Faith
With Alium decided as the name and a brand framework developed, Brand Faith then took responsibility for the creation of the identity and roll-out across multiple applications. Brand Faith also developed the artwork and accompanying brand guidelines. In advance of the brand launch, the team provided research for Alium on audience positioning and proposed messaging as well as developed the launch marketing communications plan.
Open
To accompany the launch of Alium, Open developed a punchy national launch advertising campaign which included placements in key national publications (e.g. Financial Times) as well as the vertical media. Targeted advertising has continued to be used following the 2008 launch.
Results
In the first quarter following its 2008 launch, Alium saw a 70 per cent growth in sales for the same period last year, a resounding endorsement of Alium’s new name, new look and marketing communications.