Sustainability Starts with Story
A Brand Strategy Case Study with African Concrete Products
When African Concrete Products (ACP) first reached out, they asked for a new website and help with social media. On the surface, it seemed like a simple digital refresh. But after a few deeper conversations with the Chairman and team, it became clear they needed much more.
ACP, one of Ghana’s oldest and most respected concrete manufacturers, was preparing for growth—through expansion, new partnerships, and a stronger focus on sustainability. The challenge was that their existing communication didn’t reflect this vision. What they really needed was strategy before design.
So, before creating anything, I worked with them to build a clear communications strategy. Together, we defined sustainability goals in plain, credible language, created a Value Creation Model linked to the UN Sustainable Development Goals, and repositioned the company from “a reliable supplier” to “a forward-looking leader in sustainable African infrastructure.”
With the strategy in place, design and storytelling followed naturally. We built a modern, responsive website, refreshed their visual identity, and set up their digital presence across social media to boost visibility and engagement.
The outcome was far more than a makeover. ACP is now able to tell a bigger story—one of impact, sustainability, and future growth. Their new materials position them as confident, credible, and ready for conversations with investors, partners, and the public in an ESG-driven world.
If your business is evolving, don’t stop at surface-level communication. Let’s turn your goals into strategy—and your strategy into a story that opens doors.
