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When Marioff, a market leader in fire-suppression solutions, decided to redefine its brand positioning, it required a lean, multidisciplinary team — one capable of developing top-level strategic thinking while simultaneously translating it into tangible, ready-to-use assets. Concrete Creative was asked to assemble a team to meet this challenge.
For Marioff, a close working relationship truly means close. Within the first two weeks, we logged over 15 hours of discussions with the CEO, heads of both business units, country managers, and other key stakeholders around the world. Following this intensive onboarding, we were entrusted to reimagine the Marioff brand from the ground up.
With “Protect what matters most”, we delivered a brand purpose with a dual function: it reminds Marioff why they do what they do, while also serving as a call to action for customers. The unique aspects of how Marioff operates were distilled into four differentiators that reinforce the new brand purpose. Together, they form the foundation of a strong messaging structure that keeps future communications on brand.
While the iconic logo has been preserved, the former utilitarian identity has been replaced by one that communicates on an emotional level — conveying calm, confidence, and trust. The previously generic brand photography has been replaced with more cinematic and authentic imagery that expresses the same values.
The new brand has been embraced across the company. As new elements are rolled out, the process feels akin to replacing an engine while it’s running — yet we haven’t stalled, thanks to close collaboration, mutual trust, and Marioff’s excellent judgment.
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