Vallourec is a manufacturer of seamless tubes used in the automobile, construction, nuclear and petroleum industry.
Vallourec needed a verbal and visual translation of its brand strategy across all of its Human Resources initiatives. The challenge was to define its sub-brand architecture for products, joint ventures, programs, and projects.
Interbrand devised a set of criteria to measure the degree to which various projects needed to be associated with the Vallourec master brand. Based on the strategic importance of the project, the target audience, frequency of the communication, and the global visibility, we developed an umbrella look for three initiatives: Vallourec University, Talent 360°, and International Mobility. A separate identity with detailed guidelines in terms of color palette, typographic treatment, and visual association with the Vallourec brand were developed for each project. Our work enabled Vallourec to capitalize on its Human Resources initiatives to reinforce the brand.
The project was the first step in our collaboration with Vallourec. We are currently working with Vallourec on a new product launch.