From the third-generation employees (sometimes even fourth) to the local lake water cooling the smelting furnaces, Alleima is alive with captivating stories of our people, products and a deep sense of place. A new authentic visual expression, working with both micro and macro scale, is captured in an extensive brand imagery library. And with emotional attachment to the old brand running extraordinarily high, creating internal excitement, understanding and pride towards Alleima was both a sensitive and vital part of the rebrand’s success.