Grupo Progreso

Consolidating the brand portfolio of a leading cement company in Guatemala.


Grupo Progreso is the largest cement company in Guatemala. Despite the equity and value of the Progreso brand, there was no clear perception of the scope and relationship of the cement company brand with the Group’s brand. Grupo Progreso’s brand portfolio also had multiple levels of identification that made it difficult to understand and remember all the brands. They needed a brand strategy that would allow a consistent differentiation, to enhance the visibility of all the brands in their portfolio.


Marqas defined a positioning concept that places Grupo Progreso as the leader in construction solutions in the market. To promote understanding as an integrated company, we recommended extending the Progreso brand to all the Group’s business units and consolidating them under the same graphic identity. In turn, we proposed a portfolio optimization plan that aimed to simplify cement brands, create independent identities for new businesses and maintain independent brands for the hardware stores. We worked on the revitalization of their corporate identity through the design of a new logo and a visual identity system. Finally, we developed a transition plan for brand consolidation. The new identity launched in 2010 allowed the Progreso Group to project an integrated company image and position itself as a reliable, visionary and supportive company. At the same time, it strengthened its ability to cross-sell products and services among companies of the Group, and favored the unity of internal culture.

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