A CCEE (Electricity Trading Chamber) presented the repositioning of its brand. THE new identity seeks to align, says the institution, “the organization's visual identity and tone of voice with its vocation to simplify the dynamics of the energy market and deliver increasingly accessible services”.
The creation process was developed in partnership with Why Brand Consulting, which listened to employees, associates and even representatives from the financial segment.
According to Flávia Albuquerque, Executive Manager of Institutional Relations at CCEE, explains that the change was necessary to reflect the current situation of the institution and the sector.
“CCEE has always served a very specialized audience that has become increasingly demanding. With the prospect of opening the free energy market, there will also be an immense challenge ahead of us, of communicating with a much larger volume of companies and people. The mission, then, was to synthesize this maturity of the brand, without losing our personality and the culture of uncomplicating the complicated,” he says.
This is CCEE's first rebranding campaign in its more than 20 years of history. Guided by the positioning “Intelligence to facilitate. Intelligence to simplify”, the Chamber seeks to translate all the knowledge it concentrates.
According to CCEE, the most technological typography with a clean design aims to represent this clarity of processes, combining fluid curves with more precise endings.
“The mix of geometric images and references to connections alludes to the organized work aligned with market agents to facilitate the purchase and sale of electricity in the country. And another important point is the color palette. The old yellow will give way to more shades of blue, which seek to convey more confidence in the new logo, while the acqua aims to demonstrate more innovation and agility”, says the CCEE statement.
The Electricity Trading Chamber was created in 1999 to establish a less verticalized electricity buying and selling environment in Brazil and with greater participation from the private sector.
The market has consolidated over the last two decades, with increasingly free negotiations, and today, CCEE already has more than 13 thousand agents, settling more than R$150 billion annually.
