How do you express profound change without breaking from what the brand represents to an entire country? The challenge was to give symbolic form to a historic transition, honoring a legacy of more than six decades while opening space for the new.
We needed to create an identity capable of communicating innovation and movement, yet anchored in the institutional strength and trust that have always made Eletrobras a national reference. The brand had to speak of the future without losing the voice of its origin — uniting consistency and fluidity, engineering and humanity, infrastructure and imagination.
How do you express profound change without breaking from what the brand represents to an entire country? The challenge was to give symbolic form to a historic transition, honoring a legacy of more than six decades while opening space for the new.
We needed to create an identity capable of communicating innovation and movement, yet anchored in the institutional strength and trust that have always made Eletrobras a national reference. The brand had to speak of the future without losing the voice of its origin — uniting consistency and fluidity, engineering and humanity, infrastructure and imagination.
The name AXIA was born from the idea of axis — axis in Latin — and value — axia in Greek. It expresses the brand’s new role: to be the axis that connects people, talents, and opportunities to generate value from energy.
Building on this concept, we designed a visual and verbal identity system centered on articulation. In design, the axis takes shape as a form that connects multiple expanding points — reflecting the network of value the brand represents. In verbal language, the verb takes the lead: AXIA’s voice is built through rhythm, presence, and action.
From naming to manifesto, every expression was crafted to make visible what has always driven Eletrobras — an energy that now transforms into a living force of articulation and future.
The name AXIA was born from the idea of axis — axis in Latin — and value — axia in Greek. It expresses the brand’s new role: to be the axis that connects people, talents, and opportunities to generate value from energy.
Building on this concept, we designed a visual and verbal identity system centered on articulation. In design, the axis takes shape as a form that connects multiple expanding points — reflecting the network of value the brand represents. In verbal language, the verb takes the lead: AXIA’s voice is built through rhythm, presence, and action.
From naming to manifesto, every expression was crafted to make visible what has always driven Eletrobras — an energy that now transforms into a living force of articulation and future.