Background

Indian Metals and Ferro Alloys is a leading producer of chromite, a processed form of chromium ore that’s a key ingredient of stainless steel. We were approached to give it a new identity, which no longer described the company to the promoters’ satisfaction.

Discovery

We set about discovering the company’s conception of its image, its vision and its culture, the three legs of a corporate brand. Through a series of workshops we led it to articulate its personality and changed mood. The company sensed it was in the second chapter of its envisioned growth story—building a group of power, mining and even stainless steel industries.

Brand idea

The company’s mood was one of calibrated confidence. The next leg of its journey would demand a new management culture, focused more on opportunity than the besetting threats of early years. It would depend more on processes than on the personality-led command structures, and reward enterprise over seniority. We also appreciated the different subcultures that operated in its power generating, mining and ferroalloys wings. A synthesis of these thoughts led to the idea of “ambition powered by diligence.”

Identity

The name was shortened to IMFA for most public purposes. The new identity frees IMFA from chromite and readies it to take on new roles, while remaining in the ambit of heavy industry. It projects the idea of planned growth in sure steps while recalling its roots in mining. A sense of spreading influence and confidence is also apparent.