Uniting diverse strands

Ahlstrom is a global developer and manufacturer of high performance specialty papers and fibre composites – everything from surgical face masks to wall coverings to handy wipes. They are a supplier of key ingredients for many global brands, including Unilever and P&G. Having gone through a major strategic review following a period of extensive growth and acquisition, it was clear that Ahlstrom had become disjointed both regionally and by business area. Dragon Rouge were tasked with clarifying Ahlstrom’s competitive advantage and creating a common vision to bring all their operations around the world together to build a more focused, more unified, more successful brand.

Progress through performance

A period of total immersion (including some 60 interviews with everyone from senior management to clients and suppliers) made it clear that through an ethos of improvement and simplicity of communication Ahlstrom brought improved performance and a sense of certainty to their clients. We developed a concept for the brand to emphasise Ahlstrom’s ability to deliver ‘progress through performance’ that enables them and their partners to ‘stay ahead’. This work linked into the development of new behavioural values and customer service standards and was applied across all aspects of communications, including a more confident and modern visual and verbal identity. A somewhat tangled and outdated logo was replaced with simplicity, certainty, and a progressive visual expression of ‘stay ahead’.

Further ahead

But fundamental to long-term success was a real change from within, not something imposed and superficial. People had to buy into it globally to really bring it to life. Dragon Rouge helped with this global engagement process and the training of ‘brand champions’ to help take the thinking throughout the entire company. And ‘progress through performance’ has now become a tool helping inform and measure internal decision-making This work has made a real difference to people’s everyday working lives and has fuelled the reshaping and development of the Ahlstrom business. In 2010 net sales increased by nearly 20% and operating profit by 86%.