Sola Betong Design & Branding THE CONCRETE CREW by Oktan Stavanger

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Industry Construction & Civil Engineering, Business equipment & services, Corporate Image
Media Design & Branding
Market Norway
Agency Oktan Stavanger
Designer Anya Aasebø
Released April 2010

Credits & Description

Category: Exhibitions & Live Events
Advertiser: SOLA BETONG
Date of First Appearance: Apr 15 2010
Entrant Company: OKTAN STAVANGER, Stavanger, NORWAY
Entry URL:
Art Director: Anya Aasebø (Oktan Stavanger)
Designer: Anya Aasebø (Oktan Stavanger)
Copyrighter: Inge Kvivik (Oktan Stavanger)
Project Manager: May-Britt Skjæveland (Oktan Stavanger)
Consultant: Frode Midttun (Oktan Stavanger)
Production: Nina Børke (Werksemd)
Web Developer: Jon Arne Tjelta (Revolver)
Media placement: Exhibition - Skur 2 Stavanger Norway - 15th April 2010
Media placement: Website - Public Online Domain - 15th May 2010

Describe the brief from the client
Initial research was undertaken to evaluate Sola Betong´s perception amongst its staff, clients and competitors. Research findings confirmed that the company was perceived by many as small, lack lustre and as being passé. Recruitment was also an issue for Sola Betong.

Their immediate objective was to increase internal pride and subsequently improve public perception among their clients/peers and drive recruitment. Sola Betong also required a new corporate identity along with an more visible web presence to help drive product exposure.

Describe the challenges and key objectives
The business offers the exact same product. Cement is cement. It is a cold, hard, mechanical product, associated with heavy industry. We needed to create an identity that builds internal pride and the company’s ability to attract the best in the business, amidst product exposure. Sola Betong is a small firm with a modest marketing budget, so we needed to aim for media attention and word-of-mouth to create a higher standing within the sector.

Describe how you arrived at the final design
Cement is what you make of it. We choose to make art from it. One aspect of Sola Betong is unique, and that is their employees. You have to be flexible when supplying concrete to the construction sector as it is a very demanding industry. The employees of Sola Betong have a very positive mentality and are extremely engaging. We wanted to highlight the buoyant and sassy employees as the company’s honest and genuine public face. Consequently, we produced “THE CONCRETE CREW”. We cast each employee in concrete, their own product, and proceeded to make an art exhibition for clients, business, the public, media, and most important – the employees, in Skur 2 Stavanger Norway.

Give some indication of how successful the outcome was in the market
External report:

83% believed communication improved.
67% believe that they are more competent.
66% believe that they are emerging as a more engaged supplier.
67% believe that they are emerging as a solutions-provider.
67% believe that their relationship and trust has been strengthened.


59% of employees believe that the activities have strengthened the unity and well-being of the organization.
59% of employees believe that actions have given them more motivation.
74% of employees believe that the measures have increased satisfaction and pride.
74% of employees believe that the measures have increased their propensity to recommend Sola Betong as a workplace.
67% of employees believe that these measures have contributed to more satisfied customers.