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Allard Europe
The Steel and Iron Foundry

Allard-Europe is the result of a merger between Allard (Sidmar – Arcelor department) and Newell from Texas. It is one of the leading steel and iron foundries for jobbing work, prototypes and single pieces for small series.

 

Assessment 

After Newell leaves the company, a management buy-out takes place in 1996. The company is reorganized and changes its strategy. The new vision and strategy prove to be successful, but the brand is not evolving with it. To external stakeholders, Newell Allard remains the same company as it was before the buy-out. 

 

Strategy and approach

By opting for the brand name Allard-Europe, Lemento keeps building on Allard Foundry’s successful past, giving it an international dimension. The visual identity is all about the brand promise “The steel and iron foundry”. The result is a successful B2B brand. 




Case overview

TUC RAIL  Mecoms  Voxtron  The Belgian Construction Confederation  Ypres  Bopro  VMW  Xenics  AZ Monica  DigiPoint  ASCW  Institute of Tropical Medicine  The Source  Ferranti Computer Systems  Capsugel  University College Plantijn  Hostbasket  Fost Plus  Public Governance  National Pensions Office  Federal Public Service Mobility and Transport  Federal Public Service Home Affairs  Van Hoecke  VMSW  Umicore  Public Centre for Mental Health Rekem  Munic Gems  Meucci Solutions  Huis van het Nederlands  Fonds Verhelst  Flanders Investment and Trade  Fifthplay  Expectra Group  Biographical Museums  Atos Origin  Albe De Coker  Agiv 
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