Designing Brands with CEMEX to Drive Innovation and Impact
Axented, a tech consulting firm, collaborated with CEMEX, a global leader in cement and concrete, to design and develop two significant global brands: SCE (Superior Customer Experience) and "Regenera." Through a meticulous and strategic approach, Axented helped CEMEX create a customer-centric and ecologically focused identity for these brands that resonated globally. This blog post provides insight into the challenges faced during this project, the innovative solutions implemented by Axented, and the impactful results achieved.
Overview of CEMEX
CEMEX is a multinational building materials company, renowned for its cement, ready-mix concrete, and aggregates. Founded in 1906 and headquartered in Monterrey, Mexico, CEMEX operates in over 50 countries worldwide, and its global trading network is close to 100 countries (Cemex, 2024). With a strong commitment to sustainability and innovation, CEMEX constantly seeks to deliver high-quality products and solutions that meet the needs of a demanding and rapidly evolving construction industry. The company’s focus on enhancing customer experience and promoting sustainable practices has been central to its growth and global presence.
Challenge
CEMEX approached Axented with a unique challenge: to develop distinct global brand identities that communicate their commitment to customer experience and sustainability. The two key initiatives were creating global brands: the SCE (Superior Customer Experience) brand and Regenera, a brand focused on ecological solutions for architects and engineers. Each brand required a unique visual identity and message that could resonate across multiple languages and cultures while aligning with CEMEX’s core values and global objectives.
Superior Customer Experience (SCE)
The challenge was to convey a customer-first approach to CEMEX’s internal teams and customers around the globe. The brand needed to embody the company’s journey toward offering the best customer experience in the industry. Given its global launch in over 25 countries, the visual identity had to be adaptable and translatable into more than ten languages.
Regenera
On the other hand, Regenera required a brand that could speak to the technical and ecological needs of architects and engineers involved in challenging structural projects. The focus was on creating a brand family that offered clear solutions for cost-performance and faster construction processes, aligning with CEMEX’s drive for sustainable and industrialized construction.
Solution
To address these challenges, Axented helped Cemex develop two global brands, SCE and Regenera, including their branding, naming, brand manuals, newsletter, and branding for their launch events.
Superior Customer Experience (SCE)
The approach focused on creating a visual identity that embodied a customer-centric philosophy and the strong work ethic ingrained in CEMEX's culture. Axented designed a symbol featuring a circle with an end user represented at the center, merging with a fingerprint motif highlighting CEMEX's dedication to its core values. This iconography was globally adaptable and aligned with CEMEX’s brand aesthetic, effectively communicating a message of unity and customer-centricity.
Regenera
Axented closely collaborated with CEMEX to create an entire brand family that addressed ecological concerns within the construction industry. This involved coming up with the brands name, developing slogans, and designing comprehensive identity designs and marketing campaigns. The team established a unified structural hierarchy for the brands, ensuring consistency and cohesiveness across CEMEX's portfolio. This structure allowed for flexibility and adaptability in effectively communicating the ecological and cost-efficient advantages of CEMEX's offerings to architects and engineers worldwide.
Source: Cemex & Axented
Results
The strategic branding efforts resulted in significant outcomes for CEMEX.
Superior Customer Experience (SCE)
The brand launched successfully across over 25 countries and was translated into over ten languages, enhancing internal alignment and customer perception of CEMEX’s commitment to delivering a superior customer experience. Visual identity became a key component in unifying the company’s global message.
Regenera
Through the creation of a dedicated suite of ecological brands for Regenera, CEMEX has firmly established itself as a pioneering leader in sustainable construction solutions. The branding strategy facilitated the promotion of new products that addressed market demands for cost-efficiency and faster construction processes. This approach strengthened CEMEX’s brand equity and supported its global growth strategy in new and existing markets.
Conclusion
Axented's collaboration with CEMEX demonstrates the importance of strategic branding in fostering innovation and making an impact on a global scale. Through creating unique and impactful brand identities for SCE and Regenera, Axented assisted CEMEX in effectively conveying its dedication to customer experience and sustainability across various markets. This ongoing partnership highlights the significance of precise and culturally sensitive branding strategies in driving success in global business.
References
Behance & Axented.(2023). Cemex SCE. Behance. https://www.behance.net/gallery/170703773/CEMEX-SCE
Behance & Axented. (2023, May 15). Regenera. Behance. https://www.behance.net/gallery/170705879/Regenera
Cemex. (2024). About Us. https://www.cemex.com/en/about-us
Cemex. (2024). Cemex: Construyendo Un Mejor futuro. https://www.cemex.com/es/home
Cemex UK. (2024). About Cemex. About CEMEX. https://www.cemex.co.uk/about-cemex
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