INSEE Group (wholly owned by the Siam City Cement Company) produces, cement, concrete, aggregates, mortar, lightweight concrete, architectural substrates and provides environmental services to large industrial manufacturers. Headquartered in Thailand, regional expansion has seen the Group commence operations throughout South East Asia which precipitated a cohesive brand refresh to pull all the businesses under the INSEE brand.
A comprehensive Discovery and Strategy project was commissioned in Bangkok which involved over 300 executives from across the group. The essence of each business unit was workshopped with key staff to arrive at a clear view of the overall INSEE Group brand.
From a house of brands, a strategic overview of the brand architecture led the team to decide on a house brand approach to be applied across South East Asia in order to invest brand equity into the INSEE name. Working alongside the Chairman and Executive Board as well as the Corporate Brand Communications team in Thailand an extensive brand refresh and guidelines was developed to cover an immense range of touchpoints across the group. Working across four languages – a system needed to be developed which could be simply interpreted by a wide range of users.
The implementation phase saw 16 tool-kits delivered, covering each unit operating in six countries and comprising over 3000 files, it’s a complex set of deliverables.