In 2004, Lafarge was established in 76 countries and employed 90,000 people. The company wanted to enhance its brand and stress the contribution made by an unglamorous sector that is often overlooked, and where the large global construction groups tend to steal the spotlight.

Make Lafarge an international brand perceived as being goal-oriented, differentiated, and having a strong culture, this while respecting the fundamentals of the construction materials business, which is local and involves being close to users and their construction traditions.

Dragon Rouge suggested a brand positioning that speaks to peoples emotions: from the heart to the earth. The Lafarge logo was unchanged but infused with transversal creativity by being presented as a bridge between earth and mankind. We added a verbal, photographic and visual style and adapted the concept to worldwide use at corporate, commercials and internal levels.