Calderys launching its new brand platform at GIFA 2015

Calderys today unveiled a new brand identity platform, reflecting the company's capabilities as a provider of global end-to-end refractory solutions.

The new brand positioning and imagery better reflects the company’s capabilities of combining its world-class refractory product portfolio with the ability to deliver high-quality project management services - from planning and installation, to turnkey delivery and commissioning. The new brand platform also better showcases the company’s established presence in most developed and developing markets across all industries - iron, steel, foundry, aluminium, cement & lime, oil refineries & chemical, and boilers & incinerators.

Capturing the essence of this position, the brand’s new identity takes a departure from the qualifier 'Refractory Solutions' and replaces it with TOGETHER FOR MORE, the motto of Calderys.

"This motto expresses our purpose of delivering incremental value through continuous improvement. It also emphasizes our commitment to winning together with our customers," explains John Maxwell, CEO, Calderys. "Internally, it highlights our philosophy that we will only succeed as a team."

The new brand platform also reflects Calderys’ business principles. "It articulates the Calderys business philosophy," says Jérôme Deperrois, Global Markets & Innovation Director, "and in particular the dimensions of collaboration and continuous improvement. It instills a greater commitment towards collective endeavors and brings forth infinite possibilities to improve by challenging the status quo and taking risks."

The choice of ParadigmPlus, an Indian advertising agency, to develop the brand platform reflects a desire to focus on emerging markets where growth prospects are high but Calderys does not yet enjoy sufficient brand awareness. The new identity has been introduced gradually since the end of March in internal communication media, and is unveiled today at GIFA 2015 – one of the major refractory events in the world.