Context & Challenges
AXIA emerges as the new name and expression of Eletrobras — a milestone that embodies the transformation of a company once known as a symbol of Brazilian engineering into a brand that now articulates value and future. More than a rebranding, this project represented a shift in perspective: from a company that generates energy to one that articulates possibilities through it.
We were invited to lead this transition, uniting strategy, naming, design, and language to reveal the essence of a brand that has always moved Brazil. The starting point was Eletrobras’ own DNA, defined by its capacity to build, connect, and create impact on a national scale. From this origin, we sought to translate a new role: that of an articulator of energy, business, and transformation.
