

THE CEMENT CHALLENGE
FLSmidth Cement
This case is about our work to rebrand FLSmidth Cement and bring their new vision to life. The case shows how by reimagining what an old industrial company is and can be, and by applying modern branding, new platforms and storytelling techniques, you can invigorate the company and help drive the transformation.
In this case, we wanted to convince all stakeholders about the exciting green future that lies ahead for the company.
FLSmidth is an 141 year old industrial company with a glorious legacy, but it was struggling to stay relevant in today’s world. Meanwhile, the company’s cement business was set to become a standalone business with its own legal identity, which presented an opportunity to develop a new brand direction.
But how can we make the company modern without alienating its existing conservative target groups?
How can we make it new and fresh without cutting the ties entirely to the legacy brand?
And how can we get all stakeholders onboard the company’s journey towards green cement?
THE CHALLENGE
We developed a new brand that was both corporate and playful. This involved new tongue-in-cheek ways of writing and scribbles applied on top of images to illustrate the pioneering and imaginative spirit of the company. We applied this brand idea to the website that we built.
And through a key video about green cement we explained why it’s necessary for FLSmidth Cement to lead the journey towards zero carbon cement.
THE SOLUTION
The feedback from both employees and customers was better than anyone had hoped for. Hundreds of positive, even jubilant messages were sent to the company’s marketing department, and not a single negative message among them.
The key video later did its job and instilled a vibe of ‘wow’ and ‘we can do this’ in the company. In other words: We developed a springboard for future success!
THE RESULT



Strategy
Corporate Design
Logo Design
Video
Competence