Power to build — new corporate identity

Saudi Cement relaunched its corporate identity and a new motto at a reception for about 200 government officials, customers, suppliers and journalists at the Sheraton Dammam. The Power to build line it introduced is still the tagline carried across the company site today, which is why a 2015 item is recorded here as a landmark.

The brief

Saudi Cement's officials, customers, suppliers and press contacts in the Eastern Province, as the company refreshed its identity in 2015.

The idea

The company unveiled its new corporate identity and the 'Power to build' motto at a Sheraton Dammam reception attended by some 200 officials, clients, suppliers and reporters.

What to borrow

Launching a B2B identity in a room full of the partners it depends on turns a design change into a relationship event.