Re-defining a market leader
CLIENT
Aleido
With a new strategy and identity, we turned an extremely successful business area into a independent, purpose-driven brand with a crystal clear value proposition.
WE DID
Name
Logotype
Brand purpose, platform & messaging
Visual identity and guidelines
Guiding templates, office branding, sales materials & brand assets
Internal launch and engagement program for existing employees
External launch plan and production
Global website in 4 languages
About Aleido
Formerly part of Semcon, Aleido is a spinoff of the Product Information business area and is now a stand alone company and brand.
Aleido is a professional services company with expertise in aftermarket information and learning solutions. Which together allow them to lead the market in creating user-friendly digital aftermarket solutions for complex products.
With a unique offering that combines engineering, digital excellence and sustainability know-how, today they continue to hold a strong position as an international partner for leading companies and organisations such as Volvo Cars, Tetra Pak, Alstom, AGCO, and Jaguar Land Rover. Just to name a few.
Challenge
When Aleido first approached us in 2022 it had been decided that Semcon’s Product Information business line would break from the Semcon group to become an independent brand. They had a strong, positive culture and were already well-recognized as a market leader. Therefore any changes had to create excitement and make perfect sense to all stakeholder groups.
A completely new brand, but still familiar. They came to Paradigm with the challenge of creating a new brand from the ground up. One that proclaimed their independence, but would feel right to their long list of loyal employees and customers.
Make them easy to understand. For Aleido, launching a new brand was also an opportunity to clarify their offering and value proposition.
Make them whole. And finally re-branding and merging two acquired companies with offerings that aren’t traditionally part of, but strongly complement, aftermarket information services.
A seamless transition was critical. They could not risk any hiccups or market confusion. It was a completely new identity that had to fit to their culture perfectly. At the same time it should differentiate them from Semcon.
It was a new era that needed the perfect launch. And they had less than a year to do it.
Approach
Step 1
We began with creating a name and logotype. The first and most important step towards independence.
Step 2
Through a series of workshops, research and analysis of their current competitive landscape we were able to establish a unique brand position for Aleido.
Step 3
The data and insights led to a compelling purpose, identity and brand framework that genuinely guides the culture and decision-making as an employer and business partner.
Step 4
The journey concluded with the planning and execution of internal and external launch of their new brand. Internal engagement programs inspired employees to become ambassadors for the new brand. External launch campaigning and the new website introduced Aleido to the world.
Solution
Aleido successfully launched on October 17th 2023. The message was clear. Aleido has taken their place as the leading aftermarket and learning solutions partner. Employee and customer appreciation and excitement went beyond expectations.
A distinct name and logotype that captures the essence of a modern, confident brand that embraces complexity and delivers with simplicity.
A deeply rooted purpose that captures their true motivation and clearly describes what they bring to the world.
A brand framework that is relatable and useful in guiding their culture and decision-making. A reliable compass, made to guide them towards their wanted position.
Visual Identity that is unique and perfectly encapsulates their personality with elements of openness, forward-thinking, simplicity and professionalism.
Internal engagement program created to help ensure every employee fully understood the new brand, why the change and what they can do to ensure the new image and position are consistently brought forward.
External launch campaign to introduce the new brand and a new era in aftermarket information and learning solutions to the world.
A website that seamlessly delivers on their identity, culture and value proposition. The perfect vehicle for driving and supporting the continuous growth of their business and their brand.
Watch the full Aleido Brand film ⟶
Launch day 23.10.17
