The origins of ICI Pakistan Limited (now LCI Limited) predate the formation of Pakistan itself. From a small trading concern with a single manufacturing unit, the Company transformed over the decades into one of the largest industrial conglomerates of the country. Known and trusted by generations across Pakistan, ICI’s products made them a part of the average Pakistani’s life in more ways than can be imagined.
As part of a licence agreement, the company was able to retain its corporate brand name – ICI Pakistan Limited for decade ending in December 2022.
Moving forward, however, the Company wanted to relaunch itself with a new brand name, finding something that gave them a new identity while allowing them to retain the trust of their stakeholders.
ICI Pakistan Limited had built a strong brand equity over time, considering it had been operating for almost 78 years in diverse industrial segments of Pakistan. The Company had established itself as a credible MNC and earned the trust of its stakeholders, despite only a limited number of brand communications targeted to the general public.
At the time of this significant change, there were concerns naturally from the internal and external stakeholders, regarding what this change would mean. The challenge was to address those concerns and seamlessly transition this strong brand positioning to the new identity without breaking that well-earned trust and credibility. At the same time showcasing the impact the Company has had, by highlighting the presence and importance of the Company’s diverse products in the daily lives of the end consumers.
It was imperative to reassure the internal and external stakeholders that while the name of the Company is changing, things like its core values, credibility, practices, growth, and passion for people will remain unchanged. Through transparent communication, employee engagement, and customer-centricity, the campaigns that would follow were to celebrate ICI Pakistan’s legacy, reinforce continuity, and inspire confidence in the exciting future ahead.
ICI Pakistan had been making lives better with its best-in-class solutions, and would continue this journey for years to come – hence the idea “Journey of Enriching Lives” was born. As it transitioned into a new era with the new name, we reassured the target audience that this ongoing journey of enriching lives will continue both internally and externally, and that they’re invited to be a part of it.
This core message remained pivotal, empowering both internal and external stakeholders to advocate confidently for the new brand. “Journey of Enriching Lives" captured the Company’s storied history and commitment towards a better future.
To translate this on different platforms with a distinct voice, we divided this brand transformation in 3 phases: