Transforming a cement company formed from the merger of eight local companies.
Argos was a holding company that owned a group of cement companies that had more than 50% of market share and operations in several countries. It was perceived as very low profile company and projected a fragmented brand image. The lack of differentiation in a competitive environment and the commoditization of cement hindered its regional expansion. Argos undertook an operational restructuring: it merged all local cement companies and created a more efficient integrated company.
Marqas worked with Argos to reposition the brand in the market, as a more cohesive and customer-oriented company. It enhanced the visibility of the holding brand and eliminated certain cement, concrete and distribution companies’ brands. We designed a logo that is an evolution of the original logo, a visual system inspired in a color palette that uses green to highlight the concepts of growth, renewal and the environment, intrinsic values of the company. This is how the company acquired a distinctive color in the industry, present in its trucks, packaging and silos. Argos reinvented itself above the competition and after the launch its market share increased by 1.5%. Argos cemented a strong and consistent image, which contributes to the expansion of its operations in the region and to the worldwide projection.