The brand’s new moment is signed by Ana Couto, who was responsible for carrying out the brand, business and communication alignment process
Cosan, in partnership with Ana Couto, announced its rebranding process with a new global positioning.
The agency took on the role of carrying out the brand, business and communication alignment process, making the company assume the leading role in the business, previously left to companies under its umbrella such as Razen, Moove, Rumo and Compass.
Furthermore, communication began to be segmented to meet the specificities of a diverse group of stakeholders, from the internal public to investors, the press and government.
The term “Responsible Print Cosan” was introduced to integrate the company’s sustainable practices, generating more emphasis on pillars that go beyond ESG such as corporate governance and transparency; climate change (decarbonization of supply chains); diversity, equity and inclusion; social impact (partnerships to collaborate with the transformation of society), in addition to people’s safety.
“Due to Cosan’s size, and the fact that the company manages several companies, the strategy of creating an entrepreneurial, responsible and fulfilling personality was used. Thus, we translated its role as a portfolio manager present in areas with the greatest competitive differential of Brazil in the world”, said Ana Couto, CEO of the agency.
Also as part of the rebranding strategy, the company presented a new logo, with tones that refer to a more digital reality, with elements that emphasize movement and energy. The company also launched the “Make It Happen” campaign highlighting the company’s action in the present.
“The media strategy includes films for TV and digital channels, as well as print media in prominent outlets. The brand also seeks global recognition with advertisements in places such as Times Square, Wall Street Journal, The Economist and CNN”, revealed Ana Couto.
From now on, Cosan also adopts a new tone of voice: simpler, more accessible, optimistic and affirmative, with the aim of communicating its operations and portfolio management with clarity and transparency.
“With the rebranding, Cosan is ready to embrace its new positioning and continue to play a fundamental role in the country and the world as an agent of transformation. This milestone represents a significant step in the Cosan Group’s journey towards a more promising and impactful”, said the Cosan representative.
