The brief

Cembureau, the European cement association, is at a turning point. As the EU accelerates its climate-neutrality and industrial competitiveness agenda, the organisation faces a fundamental challenge around brand and positioning. Its existing identity no longer reflects the sector’s strategic contribution to decarbonisation, circular construction, innovation or European resilience. As a result, the industry risks being perceived as a legacy, high-emissions sector. While Cembureau has made a clear commitment to net-zero by 2050 and set out ambitious goals through its Cement Action Plan, this transformation was not yet convincingly expressed in its brand. The task was to redefine the association’s identity and narrative to enhance its influence with EU policymakers and position the cement industry as a progressive, strategic partner in Europe’s sustainable and competitive future.

The work

Weber Shandwick Scotland and Weber Shandwick Brussels partnered with Cembureau to create a new identity: Cement Europe. The rebrand represents a clear step forward - respecting a strong legacy while repositioning Cement Europe as a key contributor to Europe’s competitiveness and climate-neutral ambitions.

Over eight months, the team delivered a full transformation, including a renewed strategic framework, updated messaging and a reimagined visual identity.

My role

Art direction & design