Brand positioning & identity
How do you create a leader in the refractory industry?
Take innovation to 1200°C and beyond.
When RHI and Magnesita merged in 2017 they became the refractory industry’s undisputed leader. This transformation required a new brand, one that reflected the enhanced stature and ambitions of the new business. It needed to unite 14,000 global employees during a period of transition, while also appealing to a new investor audience.
Finally, it needed to be fresh, meaningful, and strategic - transcending traditional ‘heavy industry’ associations where ‘brand’ rarely extends beyond a logo. With a confident colour palette, an energetic graphic device and beautiful new photography, RHI Magnesita’s refreshed look proudly announced the arrival of a new world champion.