Case Study 2

Ahlstrom Corporation

Ahlstrom is a global leader in the development, manufacture and marketing of high performance fiber-based materials. Nonwovens and specialty papers, made by Ahlstrom, are used in a large variety of everyday products, such as filters, wipes, flooring, labels and tapes. Ahlstrom's 6,100 employees serve customers via sales offices and production facilities in more than 20 countries on six continents. In 2008, Ahlstrom's net sales amounted to EUR 1.8 billion.

Ten Alps MTD have been working with Ahlstrom for over 10 years. We are involved in the full spectrum of marketing communications throughout the world, across all of their business areas, including exhibitions, print material, advertising, digital, direct mail and sales aids.

In 2008 Ten Alps MTD were briefed by Ahlstrom to refresh their corporate identity guidelines.

OBJECTIVES

We were asked to refresh Ahlstrom’s corporate identity guidelines in order to make them simpler and more dynamic.  Once agreed, we were to update and implement the identity across all marketing channels, first by updating the Corporate Identity Manual, and then by applying the new guidelines to all marketing communications materials.

WHAT WE HAD TO DO

The corporate identity guidelines development project had to work at different levels: at a global Corporate level for the parent company based in Helsinki, Finland; at a Business Area level in different markets – Filtration; Home & Personal Care; Glass & Industrial Nonwovens; Release & Label Papers; Technical Papers and so on; and finally at Product Line level – for example automotive, wallcovering, wipes, medical, flooring and food & infusions.

THE RESULT & THE FUTURE

This has now been successfully implemented across the world. Ahlstrom have recently completed a strategic review of their organisation, and in 2010 further brand development work will be required.