OCP Group.

Redefining a legacy
for a sustainable future

OCP Group
State of Morocco

Strategy
Audience Studies
Creative Workshops
Market Analysis

Brand
Art Direction
Campaign Assets
Copywriting
Digital Design
Editorial Design
Guidelines
Iconography
Positioning
Visual Identity
Videography

Founded in 1920, the state-owned OCP Group is the world’s largest producer of phosphate and phosphate-based products, holding access to 70% of the global phosphate rock reserves and commanding a 31% market share.

The brief was to develop a new global brand ecosystem that encompassed strategy, visual identity, and art direction to redefine OCP’s narrative. The aim was to shift perceptions from a traditional ‘mining company’ with negative connotations to a forward-thinking brand committed to combating poverty, enhancing crop yields, and empowering farmers worldwide. This refreshed identity was designed to resonate with both customers and stakeholders — positioning OCP as a genuine force for good.

OCP is crucial to Morocco’s economy, contributing 20% of the nation’s export revenues and serving as the largest employer in the country.