COQUECOL
Purpose, Reputation and Sustainability | Media, Publications and Corporate Reports
ECO AND LOGIC SUSTAINABILITY
Coquecol, a Colombian company that specializes in the production and marketing of coal and metallurgical coke, commissioned us with the challenge of redefining its corporate purpose and updating its corporate image to re-focus its positioning and link it to steel in addition to showing the market its sustainable side.
THE FIRST CHALLENGE WAS REDEFINING THE CORPORATE PURPOSE
- Adapt the Coquecol values to the new purpose
- Translate values into observable behaviours
- Linking behaviours to performance evaluation
- Communicating and getting stakeholders involved in the entire process
THE SECOND CHALLENGE WAS CHANGING THE NAMING AND GRAPHIC LINE
PROJECT PHASES
Internal research:
A trip to the source of steel with Coquecol Group decision makers
External research:
An analysis of the keys to progress as perceived by its stakeholders
The creation of its purpose:
Designing a new narrative, naming and graphic image
Adapting its values to the new purpose:
Values turned into observable behaviours, tied to performance evaluations.
A trip to the source of steel with Coquecol Group decision makers
External research:
An analysis of the keys to progress as perceived by its stakeholders
The creation of its purpose:
Designing a new narrative, naming and graphic image
Adapting its values to the new purpose:
Values turned into observable behaviours, tied to performance evaluations.
with this project we have learnedSOME CONCEPTS HAVE TO BE REWORKED IN ORDER TO UPDATE THEM TO ADAPT TO CHANGES