WordAppeal worked with ALTEN to transform its corporate magazine into a powerful tool for influence and brand appeal, rethinking its editorial identity, visual design and distribution to maximize impact. 

A bold editorial and visual shift 

We developed a new editorial approach with a journalistic tone, spotlighting ALTEN’s expertise through dynamic formats such as reports, interviews, opinion pieces and profiles. Each issue takes a step back to explore the bigger picture, highlighting innovation and the group’s major technological challenges. 

This shift also brought a bold visual identity with a striking new graphic charter, vibrant brand colors, punchy headlines and a cleaner layout. The magazine also shifted to a more compact format for easier reading. 

Strategic positioning and a high-impact rollout 

The project also resulted in a new name that was short, energetic and reflected the magazine’s evolution and its ambition to become a key engagement tool: Alt. Each issue focuses on a strategic sector. Alt. #1 covered aviation, Alt. #2 focused on energy and Alt. #3 explored sports and innovation. 

A multi-channel distribution strategy followed: 

• Thousands of print copies 

• Promotion on ALTEN’s social media 

• A dedicated webinar to present Alt. #3 

• All issues available on alten.com 

A standout moment came at the Paris Air Show, where Alt. #1 included a foldable paper airplane – an engaging, viral idea that boosted audience involvement.