A culture of success.
Mittals, a 30 year old integrated energy company with a turnover of over USD 350 Mn was at an inflection point. With stellar growth in the previous three years and the industry poised to grow exponentially in light of the energy targets post the Paris Climate Accord and striving to meet India’s own push towards internal green energy reliance, Mittal Energy had the right product and project mix, scale and platforms to leap ahead. But to do that, the organization wanted to build new human capital and a re-energized internal ecosytem, an internal brand led by a new management team, new competencies and behavior.
A brand refresh exercise was initiated by looking at the architecture of the business afresh. A reorganization of business lines for a better internal and external understanding of products and service lines and new thinking for brand led innovation and behavior within the organization. The challenge was to align all internal stakeholders and create a powerful and relatable brand which would inspire the net reality – a journey from 3K Cr to 30K Cr.
An evolved value system
We incorporated a new purpose around the brand and arrived at the name ‘Kreate’. The name depicts its embedded traits – an enabler of ecosystems, always dynamic, open to new and focused at creating better. We articulated values that defined its ethos and came up with a visual expression to deliver those values.
A brand new perspective
The purpose was brought to life with multiple interventions. Ongoing trainings to familiarize employees with the new language of Kreate, to generate internal pride and to encourage them to unlock new ideas and thought processes within the organization. Going forward is the external launch that changes the way customers and partners perceive the brand and engage with it. What lies ahead are endless possibilities with the core proposition of Kreate, its multiple manifestations and renditions on various platforms.
