| Energisa
2009 REBRAND 100 Winners > distinction
Industry/Sector: Energy and Utilities
Enterprise Rebrand
Country Base: Brazil
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - The energy market is still in the process of consolidation. With the acquisition and merger of private companies and small scale businesses as well as the recent participation of foreign entities, new groups are forming. However, despite these new groups, the generation, transmission and distribution of electric power in Brazil is controlled by only six players. The remaining 60% of the market, not controlled by the six players, is shared by 60 companies.
Energisa with its core business, is ahead of its main competitors. Counting on its vast presence and service portfolio, the company has been strengthened by its image of profitability and efficiency.
Challenge - The main challenge was to align and unify the brand along with the company’s positioning strategy in its five regions established through acquisitions: the acquistion of subsidiaries in Paraíba - SAELPA, Campina Grande - CELB, Sergipe - ENERGIPE, Nova Friburgo - CENF and Zona da Mata - CFLCL.
Strategy - Integration of findings through research and deep investigation in Energisa’s “universe”, and the brand’s BrandChip®. These qualities included the brand's essence, position, values, personality, rationale, emotional benefits and expression. In addition, the goal was to organize the brand architecture to make communication more effective for the company's internal and external audiences.
Result - We created a brand positioning strategy based on enchantment - the magic of electricity - an invisible yet fundamental service in our lives. The company’s new, monolithic brand portfolio provides unity and strengthens the group for the next 100 years.
Credits:
Client: Energisa - www.energisa.com.br
Brand Strategists/Designers: Tátil Design - www.tatil.com.br
Creative Director: Fred Gelli
Creative and Branding Director: Roberta Gamboa
Strategy Director: Tania Savaget
Graphic Design Manager: Raphael Abreu
Strategy Manager: Lorena Castellan
Strategy Trainee: Rafael Todeschini
Graphic Designer: Pedro Moura
Graphic Designer: Barbara Formaggio
Graphic Designer: Felipe Caldas
Graphic Designer Intern: Gabriel Castro
Product Designer: Bruno Medeiros
Product Designer Intern: Tasso Canedo
Account Manager: Andre Monteiro
Account Assistant: Patricia Gaensly
Copywriter: Marcela Alves
Copydesk: Tânia Belarmino
Production Manager: Anderson Marcicano
Art-worker: Marcelo Lopes
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