Ecorodovias
The road to the future
Brand Strategy and Architecture
Brand Positioning
Brand Redesign
Visual and Verbal Identity
Social Media Playbook
Signage and Environmental Design
Communication Planning
Media Strategy and Operations
TV / Radio / Digital / Newspaper / OOH (Out-of-Home)
A Campaign to Launch the New Brand
To reinforce this transformation and new phase, Keenwork was also responsible for developing the entire planning, media strategy, and launch advertising campaign: "At every kilometer, an EcoRodovias designed for you." This was the group's first major external communication campaign, with an investment of R$ 4 million in media, featuring ads on TV, newspapers, online portals, radio, and social media.
The campaign introduces the brand's new name and reinforces the company's commitment to being increasingly closer to its stakeholders.
We also launched a landing page with all the details about the rebranding: www.ecorodovias.com.br/novamarca.
Unifying the Concessions
The EcoRodovias group manages more than 14 highway concessions across Brazil, which until now operated under different names. In our analysis, we identified that this was one of the factors hindering the construction of brand reputation and value, as this structure did not clearly convey EcoRodovias' presence and contribution to society and the country.
Based on this, we developed a new brand strategy and architecture, introducing a unified naming system that integrates Brazil’s largest highway network under a single name: Ecovias.
A New Brand for a New Era
We identified that the leaf symbol, used for over 25 years, has become a fundamental part of brand recognition for users while also reinforcing EcoRodovias' commitment to sustainability. Therefore, our initial challenge was to redefine its meaning—preserving its symbolism while incorporating elements of modernity, innovation, and technology.
The result is a more contemporary design, created to convey balance, movement, protection, and safety.
Windows to the World
Windows are an endless source of inspiration. They symbolize looking toward the future, hope, and reunions. Windows also represent the connection between people and the outside world.
That’s why we chose the window as the foundation of the visual identity we created for EcoRodovias. Through it, we showcase the brand’s connection with people and reinforce our commitment to always providing the best experience for users.
meaningful brands for an ever-changing future_
Shall we talk?
Send us an e-mail and we'll get back to you as soon as possible.
Address:
R. Pitu, 72 - 18º andar - Brooklin Novo, São Paulo - SP, 04567-060
09:00 to 19:00
