How to brand a digital transformation

From concrete to cement and aggregates, CEMEX is one of the largest building materials companies in the world, with a long-established and solid reputation for quality and materials innovation. When it created a new revolutionary consumer-grade technology solution that gave users on-demand access to order placement, shipment tracking, payment management and customer support, the company called on Lippincott to help bring it to market and extend the brand’s industry leadership position to encompass customer-centric technology.

For the brand, a critical step to launching the technology was positioning the offering for customers and prospects — and, importantly, for employees. Working together, CEMEX and Lippincott developed an approach with the greatest potential to help the brand win new equities and set the bar for service in the building materials industry. Our solution was a two-pronged strategy that spanned the dual objectives of speaking directly to customer needs while energizing frontline employees who faced the reality and the concerns of a transition to a new digital-first way of doing business.

Supporting the strategy, our customer research told us that perceptions of agility, innovation and simplicity were crucial to CEMEX’s future. These perceptions led us to a name that conveyed these attributes in the most succinct and motivating terms for the platform: CEMEX Go — a simple, forward-looking name with global currency and a powerful statement of leadership in the digital industrial space.

Further expanding on our strategy, we created a new platform mark, designing an energetic logo that evoked the familiar convention of an app button in a brand-strengthening rendition. The logo connects strongly to the heritage of CEMEX while forging a new path forward for the digital-first brand.

Finally, Lippincott assisted CEMEX with the rollout of the platform through a coordinated collection of assets to be used with customers, prospects and employees. These assets leveraged a new, fresh visual style unique to CEMEX Go and highlighted the inspirational and ambitious messaging of the platform.

CEMEX’s global rollout of CEMEX Go was incredible success. In addition to widespread customer enthusiasm and adoption, internal audiences have rallied in support of the new offering and the organizational change required to deliver at digital speed.