LafargeHolcim France, a leader in building materials, operates in a rapidly changing market where environmental and resource conservation considerations are becoming crucial. How can all its initiatives supporting the transition to a low-carbon future be brought together into a single approach? By creating a complete communications “universe”, we have unveiled the group’s commitment to the environment, thus enriching LafargeHolcim with strong, identifiable CSR attributes (brand strategy, positioning, name, visual identity, marketing packages, communication tools). Lafarge 360, the name we have chosen for this programme, is committed to acting positively for the environment at all stages of a construction project.
At the heart of eco-collaboration
The challenge was to illustrate the leading role LafargeHolcim intends to play in the construction industry. The positioning, which is centred on eco-collaboration, is reflected in the “Building responsibly together” signature that express LafargeHolcim’s ability to advise its customers to achieve their own environmental objectives. We have also written a manifesto summarising the concept behind this programme.
REDUCE, RECYCLE, REINVENT
To bring the Lafarge 360 programme to life, we have designed three pillars that embody LafargeHolcim's commitments and sustainable solutions:
- REDUCE: reduce the carbon footprint of construction
- RECYCLE: preserve natural resources and re-use waste
- REINVENT: Innovate through a set of solutions to build the sustainable city of the future
360SCORE & 360DESIGN INNOVATIONS
To empower each of its customers with the means to progress, LafargeHolcim has created 360Score, an indicator to assess the positive contribution of concrete.
Another innovation is 360Design, a digital platform used to calculate the carbon footprint of a building's structural system.
ONE STEP AHEAD
Simple, direct codes create impact and recognition: a number logo and brand architecture that put the 360° approach at the core of the system, fresh and vibrant colours of green and blue, a visual style built from pictograms to illustrate symbolic concepts as well as more concrete and complex processes.
This new territory designed for Lafarge 360 represents a new dynamic for LafargeHolcim by broadcasting this ambitious environmental approach loud and clear.
In order to foster support among employees and clients, we have designed all the communication tools for the launch: a reveal video, manifesto brochure, presentations, Responsible Concrete sales brochure, event advertising for concrete truck mixers, and more.