Cemex is the leading cement brand in Mexico. The cement market began to change and become more competitive as foreign companies began to enter. Loyalty among the network of distributors was vulnerable due to a lack of attention from Cemex. Given that better pricing was not a sustainable solution, Cemex asked Landor to create a more attractive exterior image for its distributors. The goal was to improve sales and create goodwill among distributors by showing Cemex’s appreciation.