Altilium have designed and developed a revolutionary metal extraction technology, and are using this to power the mass production of EV batteries
When we first met Altilium, they weren’t Altilium at all. They were Direct Nickel, a company that specialised in nickel extraction for construction and heavy industry.
Despite all of their hard-won heritage, this was a company that felt boxed in and were looking to make a major - and, importantly, future-proof - shift.
Unlike many of our Firebrands, Direct Nickel had a clear differentiator. Their process is so unique, in fact, that it’s trademarked globally.
The DNi Process™ is a groundbreaking method for extracting nickel, cobalt and other metals – without harming the planet. Although vital to the construction industry, a new market was fast emerging… electric vehicles. More specifically, EV batteries. A huge growth industry.
Working closely with our client, the decision was made to focus all our attention on the electric vehicle market – instead of watering down the brand to appeal to multiple sectors.
After several workshops with the team, we settled on a vision that would last for the long run: Altilium imagines a world that uses its finite resources sustainably, responsibly and efficiently. They exist to make this a reality.
With a compelling vision to guide us, we got to work distilling the complex messaging surrounding the DNi Process™ into four key pillars: safer, simpler, greener, leaner. And created a crisp, clean, green aesthetic to clearly signal the shift in gears, filled with sweeping, pristine landscapes.
Finally: Altilium. Not only is it Latin for ‘battery’, tying the brand to their new role in the EV space, but it almost sounds like a metal itself. Plus, with that ‘alt’ prefix front and centre, this was a name that could show off this brand’s focus on alternative methods – of metal extraction, and of fuelling future travel.
“The programme was really interesting and great fun! Perception wise, everyone loves the rebrand, the style, the colours, the words, the vision. What you get is absolutely superb value. Hats off to Mickey, she really got her head around our business, and now Firestarter’s helped us to solve other problems too by doing all our marketing!”
Chris Gower, CEO, Altilium Group Ltd
