PPC: corporate identity as architecture, one masterbrand

One cement house, names from acquisitions

The files describe one cement house sold across African markets under names picked up through acquisitions, with grades as the spine of the range.

Stratcom produced PPC corporate identity and brand architecture, treated as one architecture: PPC leads at corporate, market, consumer and product level, and a proposed shield badge replaces the round quality-stamp seal. A brand essence film closes on the shield.

Rwanda: Cimerwa beneath the masterbrand

The proposed Rwanda portfolio lists CIMERWA as an existing cement within the range, beneath the PPC masterbrand. The files also hold PPC-endorsed migration options for the Rwanda business. This page does not claim Cimerwa's final logo.

The brand essence and naming workshop

The workshop agenda and minutes in the PPC files show how the architecture was reached. One day was split in two: a brand essence session in the morning and a product naming session in the afternoon, run with PPC's marketing and brand teams.

The morning's objective, as the minutes record it, was to develop a visionary brand essence and to move PPC from a brand that stands for cement to one with an emotional platform for all communication, on a monolithic platform as the company expanded across regions. The elephant was kept, for its strength and its nurturing side.

The afternoon turned that decision into range naming. Teams worked through consumer insight and reasons to believe for each product, then portfolio navigation, how customers see end use, and naming suggestions. The naming brief asked how cement grades and blends could be named as one regional system rather than a set of inherited sub-brand names.