Ecorodovias
We helped launch a new chapter in EcoRodovias’ journey by developing a new brand and communication strategy. This project was built in close collaboration with the EcoRodovias team and business consultancy BKSZ.
After a deep dive into the business, we identified a new brand architecture as the foundation for strengthening the group’s reputation. This led to the creation of Ecovias, the largest highway system in Brazil, bringing together the group’s 14 concessions under a single brand, supported by a renewed positioning and visual identity.
The next step was introducing this transformation to the market and society. To do so, we created the launch campaign for the new brand, built around the slogan “A cada quilômetro uma Ecovias pensada para você” The campaign was deployed across TV, radio, newspapers, news portals, out-of-home media, and throughout more than 4,000 kilometers of highways.
- Change Management Strategy
- Narrative Development
- Brand Strategy
- Brand Platform
- Naming
- Branding
- Visual and Verbal Identity
- BrandBook
- Digital
- Go to Marketing
- Launch Campaign
- Communication Planning
- Media Strategy and Management
- TV / Radio / Digital / Print / OOH (Out-of-Home)
Launching a New Brand
To introduce this new chapter, we created "Every Kilometer, an Ecovias Designed for You," the group's first major national brand campaign. It marked the public debut of a brand that is more approachable, modern, and aligned with its purpose of building the roads that move the future forward.
Bringing 14 Concessions Together
Our diagnosis revealed that the existence of multiple brands across the group's 14 concessions made it difficult to build reputation and brand equity. In response, we developed a new brand architecture and strategy, bringing all concessions together under a single name: Ecovias, the largest highway system in Brazil.
A New Brand for a New Chapter
The leaf symbol, a core element of the brand for more than 25 years, was reimagined to express innovation, balance, and safety while preserving its connection to sustainability. Inspired by the idea of a window, the new visual identity reflects a forward-looking perspective and reinforces the brand’s connection with people and the world around them.
Windows to the World
Windows are endless sources of inspiration. They represent looking ahead, hope, and meaningful reunions. They also symbolize the connection between people and the world beyond.That is why the concept of the window became the foundation of the visual identity we created for Ecovias. Through it, we express the brand’s connection with people and reinforce its commitment to delivering the best possible experience for every traveler.
