Brand transition

Brazilian mining giant Vale sets standards of excellence in mining, processing and the marketing of metal products. The company's goal is to grow base metals production for the world in an ethical and responsible manner, respecting the natural environment.

Vale, formerly Companhia Vale Rio Doce, acquired Inco in November 2007, creating the world's second largest nickel producer, Vale Inco. The new company was initially branded CVRD Inco and subsequently Vale Inco.

In March 2010, the decision was made to transition the base metals business to the Vale brand.

Turnkey

We led the brand transition to Vale Inco as well as the subsequent transition to Vale. This included providing a turnkey solution for budget and vendor management and procurement relating to all branded assets, including corporate wear, fleet and signage.

We gave the executive sponsor confidence that the project and budget were under control and that all project objectives were being achieved.

This project was managed by our member Brand Active.

Upholding brand standards in a global project is a daunting task. The global network and the exacting attention to detail brought to bear on the project ensured that the brand was rolled out with precision.

Cory McPhee, Vice President Corporate Affairs, Vale Base Metals