How do we leverage our national pride?

Raysut Cement

Geography

Salalah, Oman

Sector

Construction

At a glance

Established in 1981, Raysut Cement Company (RCC) started its commercial production in mid-1984, and the factory was officially inaugurated on Oman’s15th National Day. Today RCC is a regional leader and the largest producer of cement in Oman. RCC has been a major partner in the success of the city of Salalah and the development of the country. The company has brought life and growth to the local and surrounding communities.

In collaboration with many local and international partners, Raysut Cement Company provides the expertise, focus, and resources required to efficiently deliver solutions to aid the growth of construction across the Middle East. With a robust maritime fleet, Raysut Cement Company has expanded its reach to boost the development of businesses and communities from Southern Oman to Yemen, East Africa and the Indian Ocean.

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Our Solution

Brand Strategy

Jpd strategic team worked closely with the RCC marketing team, outlining the systematic process for the rebranding exercise. After analysing all RCC materials to date, the Jpd team highlighted that the new brand of RCC missed a comprehensive brand positioning that would fit within the new corporate direction, capitalize on the company’s established expertise and engage internally with diverse professionals in the group.

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Creativity

RCC’s branding across its vast range of businesses was inconsistent and required a more modern and coherent feel. Jpd created a singular identity look& feel and refinement to RCC’s existing and industry-recognized brandmark.

Jpd incorporated the heritage within its brand logo and the colour green reflects the brand environmental sensitivity. The logo symbol is the company’s most valuable and long-serving asset. Our work with RCC encompassed a total brand transformation at every touchpoint: logo, online brand centre, internal brand engagement, stationery, tone of voice, streamline communication and Brand architecture.

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The Results

Jpd helped to develop a coherent brand positioning and Tone of Voice document that would help engage a highly diverse team of more than 1000employees around the world, coming from different cultural and educational backgrounds, along with clients and partners. The Discovery of the brand’s identity supported the direction and development of its key messaging, resulting in improving the company’s sales pitch tonality and structure.

The project scope also consisted of the development of overseeing the digital transformation of the RCC brand, based on the brand look & feel proposed by Jpd, to help introduce the new brand and engage with clients.