Brand communicates changes through a campaign with advertising on social media, newsletter, among others
WayCarbon has announced changes to its portfolio’s communication, seeking to reflect its commitment to a fair and resilient transition to a Net-Zero economy. The brand now has a new value proposition divided into three axes: “mobilization”, “transition” and “regeneration”, which is the result of a new, more modern positioning that communicates the company’s values and attributes.
The brand has a new identity and brand architecture that seeks to improve the understanding of the solutions offered. The new architecture integrates products and services, in addition to bringing the WayCarbon name to the solutions, reinforcing the main brand.
The new brand design brings the word “Carbon” more prominently into the mix, emphasizing the company’s focus on the climate agenda. The new visual identity incorporates a modern and cohesive aesthetic, with visual elements that reflect a more integrated solution offering. In addition, the primary color palette has been expanded to allow for more combinations. Vibrant blue has been highlighted, while dark colors contrast with elements that combine technology and nature.
To communicate these changes, the brand launched a campaign on its institutional channels, including social media, newsletter, website and systems. One of the pieces features the brand concept and logos that make up the current portfolio.
“Our business is complex, technical and interacts with organizations that have different levels of maturity in terms of climate and ESG. Therefore, we understood that, in order to gain scale, accelerate the internationalization process and translate the changes that WayCarbon has undergone in recent years, it was necessary to update our discourse and branding. The company spoke with internal leaders, partners, customers and the market to understand the challenges of communicating what and how we do it”, explains Flávia Ribeiro, WayCarbon’s communications and marketing manager.
The axes “mobilization”, “transition” and “regeneration” were chosen to reflect a comprehensive approach and support companies in the climate transition. “mobilization” focuses on capacity building and research, “transition” integrates consulting services with technology platforms and “regeneration” develops innovative and high-quality carbon projects.
