Amrize
Activation, Branding
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SERVICES
The Brand Identity That Set The Foundation For Amrize’s To Own The Ready Ready-Mix Cement Market
In the world of construction, infrastructure, towers, buildings, and communities, builders need a concrete tailored to their project and structure. The literal foundation for their success, it is imperative builders pick the right concrete for the job at hand. However, the category is competitive, challenging and crowded. There’s no unified, intuitive system that addresses this problem that builders across the country face every day. Amrize, North America’s leading building solutions and service provider, saw the market's issue and the builder’s problem and developed EVERtect™. A high-performance concrete that’s scalable, customizable, and a one-stop solution. Amrize had the innovation, vision, and product, and turned to Starfish to develop the brand’s positioning, go-to-market strategy, design, and communications, including sales enablement toolkits and digital and social content.
With a long history of creating innovative products and solutions that help builders from all walks of life build their ambition, we tapped into the builder’s mindset to consider their decision-making process. “Why is this product right for my project?” “What are its unique and primary benefits?” “How will it perform?” Doing so would allow us to distill and articulate each product's unique capabilities without sacrificing the critical technical specs.
Removing complexity was paramount. Rather than focusing on each product in the EVERtect line, we created an intuitive system that redefines how products are positioned based on the job requirements. We organized the product architecture around clear, benefit-led propositions.
Amrize provides everything builders need. High-performance concrete, strengthening consistency, confidence, and long-term partnership across every build.
