Nuno Rebelo de Sousa, director of communication and stakeholder management at EDP in South America, highlights the brand’s main strategies
EDP has sought to reflect the company’s objective of leading the energy transition and the commitment to be 100% green by 2030 in its communication strategy. “We are a global company, focused on the future, sustainability, innovation and social responsibility, and our brand and our communication reflect these aspects”, says Nuno Rebelo de Sousa, director of communication and stakeholder management at EDP in America from the South.
In 2022, EDP underwent a rebranding process, adopting a new logo and identity in all 30 markets where it operates. According to Sousa, “our current logo and graphic identity are inspired by the circularity of nature, the planet and the various sources of renewable energy – the sun, wind and water”. The colors chosen to represent the brand – green, blue and purple – symbolize sustainability, clean energy, technology and people.
The signing of the new identity “We Choose Earth” seeks to reflect the company’s commitment to the energy transition and engage society in the importance of this process. In September, the company launched a global institutional campaign focusing on solar energy. “With the motto ‘Believe in the Sun’, the various markets where EDP invests in solar energy are represented, demonstrating the globality of the energy transition”, explains Sousa.
Sponsorships and sustainable strategy
EDP has stood out for sponsorship initiatives in sport, innovation and culture, with a focus on generating a positive impact in the regions in which it operates. Surfing is one of the sports chosen by the company because it combines quality of life and sustainability.
Surfing sponsorship, in addition to being aligned with the company’s positioning, also aims to boost the development of talent in the sport and has three pillars: training promoting the development of young athletes, competition and support for visibility and relevance championships, and social impact promoting development initiatives for local communities that actively participate in the actions carried out. “Here in Brazil, two years ago we sponsored the Hang Loose Surf Attack, in São Paulo, the most traditional base category circuit in the country, and this year we sponsored the Brazilian Surf Circuit – Dream Tour, in Vila Velha, in Espírito Santo “, says Nuno.
Another highlight is the sponsorship of the Web Summit Rio. “As a global company, we know the challenges of the electricity sector and we want to contribute to further promoting innovative solutions that accelerate the fair energy transition, in addition to investing in initiatives related mainly to digitalization, smart grids and renewable generation”, explains the executive.
In recent years, the company has also sponsored the restoration of several historical monuments through the “Rescuing History” program, led by BNDES, focusing on the restoration and revitalization of national historical heritage sites chosen in a public selection. With this initiative, EDP sponsored the restoration of the Reis Magos Jesuit Complex and Theatro Carlos Gomes, both in Espírito Santo, and the Taubaté Railway Station, in São Paulo.
Furthermore, EDP was the main sponsor of the restoration of the Ipiranga Museum, through the Federal Culture Incentive Law, with an investment of R$12 million. The company also sponsored the work at the Portuguese Language Museum, which was completely restored after a major fire hit its building in 2015, with investments of R$20 million, almost 25% of the total cost.
Looking to the future
With the gradual opening of the free energy market in Brazil and the expansion of renewable sources, EDP has sought to highlight the communication of solar energy products and solutions, such as the Solar Digital subscription service, which allows the contracting of photovoltaic energy without the need investment in solar panels. “We have invested in distributed solar generation, a segment in which we hope to reach 530 MWp of installed capacity, with investments of R$2.3 billion by 2026, and in new products that make solar energy more accessible to a wider audience”, he states Sousa.
The company also aims to continue developing campaigns and initiatives that increase brand recognition and are aligned with the company’s business strategies. “We prioritize projects and initiatives that are related to the energy transition and renewable energy sources, and that contribute to sustainability for the future of the planet, in addition to initiatives with social impact within our areas of activity. Projects that generate value for Brazil and for society as a whole”, concludes Nuno.
