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Case study

Today, Gemalto is a provider of “smart” solutions. It has operations in over 120 countries and employs more than 11,000 people, including some 1,500 R&D engineers. Gemalto was formed in June 2006, the result of an M&A project between Axalto and Gemplus International that resulted in the creation of a world leader in digital security.

“Pioneering the smart age”

Gemplus (1995-2000)
From the beginning, Gemplus embraced the freedom of a digital lifestyle and pioneered the use of memory-based cards and personal electronic “objects” that contained sophisticated microprocessors. In 1995 after a period of explosive growth, the company began preparing for its IPO on the Paris Bourse…

> Showcase the excitement that goes hand in hand with a new technology.

> Win acceptance for a relevant, modern and enticing style for all Gemplus communications (marketing, corporate and financial, including its annual business review and management report).

Put into practice design management to promote the company’s ambitions and reflect its innovative mission in an emerging “digital society.”

> Coordinate and ensure alignment of communications with senior management strategy, expressed in French, for deployment in operations, which in the majority exclusively used English as their international business language.


Surveyed Executive and Operational Senior Managers to articulate the company’s differentiating competitive strengths and to establish an underlying platform for ongoing communications projects.

> Fostered a “innovative” writing style (including the proposal of new, industry-specific “buzzwords”) linked to the vibrant design concept that was being implemented across all communications (notably creating/reworking dozens of product & service brochures, fact sheets and case studies in support of worldwide operational marketing).

> Pinpointed important issues in style, usage and editorial rigor, thus providing a significant opportunity to enhance the readability of documents as well as increase their image-building potential.

> Stimulated a refreshed corporate sense of purpose that asserted the overall promise of the company’s vision, and not just of its successful chip-card products.

NOTE: authored the company’s annual report in English from 1996 to 2000.


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