Acelen

Acelen was born as a key player in the evolution of Brazil’s energy sector, carrying forward the legacy of the Mataripe Refinery, the country’s first refinery and, for more than 70 years, responsible for supplying over 50% of the fuel consumed in Brazil’s Northeast region.

Based on the company’s ambition to generate jobs, accelerate the economic development of the Northeast, and strengthen Brazil’s position as a global powerhouse, Keenwork created the name Acelen, inspired by the words Acceleration, Energy, and Excellence. These concepts are easily understood in both Portuguese and English and express universal ideas of movement, strength, and performance.

In addition to the branding project, Keenwork was responsible for creating the entire brand launch campaign, connecting employees, customers, the market, and society. From naming to the campaign film, we led every aspect of the communication strategy, with executions across broadcast television, digital channels, newspapers, and radio. The result was a campaign infused with Brazilian spirit that engaged audiences, created emotional connections, and transformed one of the most challenging transitions in the energy sector into a symbol of progress and regional pride.