Challenge

The merger of French Lafarge and Swiss Holcim created a global aggregates giant. But the two businesses were culturally very different and hanging on to the past. The new group needed a common purpose and vision of the future, built on shared values, that would align leaders and inspire employees.

Idea

Working directly with the Group CEO, we created a new future facing purpose - So the world builds better - which resonates with employees everywhere. This purpose perfectly captures the role of the business, to provide the building materials society needs, to design and build more innovatively, sustainably and efficiently in every built environment across the world.