Heidelberg Materials: Materials for the future - Rebranding campaign
Why was there a need for a rebranding process?
In 2022, Heidelberg Cement was in a moment of transformation, where sustainability and digitalization were defining the direction of the future. The company's activity already transcended the boundaries of cement, thanks to the diversification of its portfolio of products and services and its commitment to contribute to the change in the industry.
Thus, there was a need for rebranding. To reflect this evolution and consolidate its leadership position, the company has taken a step forward: adopting a new identity and a new name that fully expresses what it is and what it aims to become.
The rebranding process was part of the Heidelberg Materials Group's global strategy, which aims to reduce its carbon emissions by 10 million tonnes by 2030 and accelerate the evolution of the building materials industry through the digitisation and development of sustainable and innovative building materials.
Communication campaign for rebranding
Building materials are the silent witnesses of our lives, so we set out to change perspective in a novel way and discover their side of the story as well. In this way, we have shown once again that nature is the most powerful source of inspiration and that when we work in harmony with it, the future is full of hope.
The campaign we developed to highlight the new Heidelberg identity captured a story inspired by the most common material in the composition of cement, limestone.
A small limestone travels, connects people with nature and becomes inspiration in a construction of the future. A sustainable future is built stone by stone and experienced experience, and in 2022 Heidelberg Materials also celebrated 150 years of building for people and the future.
The “Materials for the Future” campaign included a TV spot, executions for online and social media, outdoor and PR.
Frequently asked questions:
1/ What is a rebranding process?
Rebranding is the process by which a company changes its visual identity, name or brand message, to better reflect its current direction of development and its values.
2/ How is sustainability integrated into the building materials industry?
Sustainability in construction means reducing environmental impact at all stages — from production to end-use. Industry companies invest in low-carbon products, in recycling materials and in technologies that reduce the consumption of energy and natural resources.
3/ Why is limestone an essential material in cement production?
Limestone is the main raw material for obtaining clinker, the basic component of cement. It provides the necessary properties of strength and durability of the final material. Beyond its technical role, limestone is also a symbol of longevity and stability.
