Ana Couto Branding & Design

Ampla

Challenge

CERJ had a negative image in the market. What is the best way to revert this situation?

The mission was to develop a complete branding project.

Reposition the company in a positive way and generate a feeling of relevance to the market while stimulating major changes in corporate culture.

Solution

The brand platform created translated a differentiated relation that the company offered, generating greater value to all interested publics.

The new name broke up the paradigm of the sector which was based on corporate identification through use of abbreviations.

Together, the new brand and positioning gave the name “Ampla” (Ample, Wide-Ranging), an image of a company closer to its users; closer through greater transparency, responsibility, development and commitment.

Bright colors such as red and yellow and dynamic forms presented the company in its new phase, full of energy to meet market challenges.

New corporate signaling, new uniforms, upgraded vehicle fleet visuals and the new store layouts and decorations created a pleasurable and memorable experience for clients.

Results

Satisfaction
Six months after the launching of the new brand, Ampla moved from 9th to 3rd place in a satisfaction ranking survey run by ANEEL, the Brazilian electric energy regulatory agency.

Corporate Culture
In a work climate survey, “favorable perception” rose from 36% to 78%.

The new brand involved collaborators and motivated them – they became ambassadors of the company.