Emphasizing a Unique Organizational Personality

ArcelorMittal is the world’s leading steel and mining company. Guided by a philosophy to produce the safest, most sustainable steel, the company supplies quality steel products in markets including automotive, construction, household appliances, energy and infrastructure. These products are vital to society and critical to uncovering solutions to global challenges. ArcelorMittal approached Celtic about elevating its brand story, looking for ways to emphasize its unique organizational personality. At the core of ArcelorMittal culture is a group of difference makers that bring fresh thinking and perspective to everything they do.

Showcasing the Difference Makers

Celtic worked alongside ArcelorMittal to craft an external brand positioning message and campaign approach so engineers locally and around the globe are aware of ArcelorMittal’s deep commitment to technology and redefining steel production. Innovation and employee passion are at the core of the “We Are ArcelorMittal” campaign, which showcases employees surrounded by their work environment and highlights the solutions they deliver on a daily basis. The unique design of the campaign utilizes employees taking a stand to push the possibilities of steel production forward, so there is a better tomorrow.


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