125 Years of HGC – Storytelling for a Stronger Network

Reimagining the HGC Network

HGC isn’t just a building materials supplier—it’s a driving force in the Swiss construction industry. As a cooperative, its focus goes beyond profit; it’s about shaping the industry’s future alongside its members. HGC is at the forefront of digital transformation, streamlining supply chains and offering intelligent tools—from digital ordering and planning solutions to specialized software for tradespeople. The company is also committed to sustainability, investing in innovative, resource-efficient materials and helping partners implement new environmental standards. Through targeted training programs, HGC shares knowledge, strengthening the industry for years to come.

How Do You Make This Role Tangible?

The challenge was to activate the network, sharpen the brand’s positioning, and showcase partnerships more clearly. HGC needed to be seen not just as a supplier but as a strategic partner—one that anticipates needs, develops solutions, and drives progress in the industry. Internally, it was just as important to strengthen employee engagement and reinforce HGC’s role as a national leader.

Brick by Brick – A Strategic Narrative

A simple anniversary celebration wouldn’t cut it. HGC needed a storytelling concept that honored the past while shaping the future—live, digital, and across all platforms. For over a century, HGC has evolved—from a small cement factory in Zurich-Giesshübel to a key industry player with over 3,000 members. The Brick by Brick narrative, developed with standing ovation, captured this growth: HGC thrives through collaboration, building success step by step, together with its partners, suppliers, customers, and employees.

Bringing Success Stories to Life

Rather than simply showcasing its own achievements, HGC told stories of collaboration, vision, and bold innovation—always with its partners at the center. These narratives illustrated how HGC acts as a strategic ally, working alongside customers to drive progress.

• Anniversary Magazine: Featured in-depth reports and interviews about how HGC and its customers overcome challenges and innovate together. Each of the six digital editions focused on a key construction material.
• Social Media: Extended the celebration, sharing success stories, behind-the-scenes insights, and partner highlights.
• Anniversary Event: Looked ahead to the future. In discussions with industry experts and its network, HGC explored upcoming trends in construction. Partners and event sponsors joined in showcasing how HGC is paving the way forward.

Strengthening the Team, Strengthening the Brand

A strong brand starts from within. The anniversary was the perfect opportunity to reinforce HGC’s values—customer focus and collaboration—among employees. Over 900 employees received a kickoff package introducing the new brand identity and building excitement for the major celebration in June. Regional celebration kits allowed each branch to bring the anniversary to life for its local customers. At the National Future Day 2024, employees partnered with standing ovation to develop an interactive program for the next generation of industry leaders.

HGC on the National Stage

To solidify HGC’s presence as a key industry player, the campaign extended into public spaces. 64 branded locations, immersive in-store experiences, and multilingual video content ensured nationwide visibility. A video message from the new Chairman of the Board reinforced HGC’s long-term commitment to leading the industry forward.

A Lasting Impact

The campaign didn’t just celebrate 125 years—it strengthened HGC’s network for the future. By engaging across digital and physical platforms, HGC reinforced its role as a strategic partner for customers, suppliers, and employees alike. The anniversary film on LinkedIn sparked high engagement—a testament to the strength of the community. 18 anniversary partners shared their experiences in the digital magazine, demonstrating how long-term relationships drive mutual success. Social media reach grew significantly, with more followers than in previous years and a high engagement rate on partner content.

This wasn’t just a milestone—it was a launchpad for the future. Brick by Brick lives on, representing HGC’s commitment to shaping the construction industry alongside its partners.