We partnered with Indian Metals and Ferro Alloys for a complete rebranding to declare its future plans of steady growth and diversification in scale and scope to the world.

Through our discovery sessions, where we talked to various stakeholders of IMFA, we uncovered their vision for the future, current employee culture and image among key external audiences. Based on our findings, we articulated a brand idea for IMFA.

We designed IMFA's new identity that asserts the growth, but speaks of planned stages; pictured this way, the stages appear not to be so much about caution but about predictability. The specially created letters recall the industry's heavy, nearly brutal visuality, but speak of a company that's decisive, and original in its interventions. The new identity achieves a greater scope to facilitate their diversification into power, coal and other future plans by being anchored on their brand idea of ambition with diligence rather than its main product.

Design of related stationary, employee ID cards, uniforms, signage and markings, newspaper ad etc. followed.