Copasa

Copasa is the company responsible for providing water and/or sewage services to nearly 12 million people in Brazil. With the new legal framework for sanitation in Brazil and the evolution of the whole sector, the brand invested in internal research to discover and explore its potential as a modern, competitive business, ready for new challenges.

The rebranding project lasted approximately ten months and involved four phases: brand diagnosis, competitor analysis, company positioning, and the creation of a new verbal and visual identity.

Throughout this process, we identified Copasa as an agent of change, contributing to the renewal of water, cities, the economy, and people's lives. The company ensures access to the most basic resources for the dignity, safety, and well-being of diverse living beings. Ultimately, we concluded that Copasa's purpose lies in its commitment to managing and generating transformation.

The graphic language of the new brand came from the study of forms through hand drawing and attributes such as movement, totality, sustainability, and proximity. The icon visually translates the cycle of supply, sustainability, and renewal, representing the company's two main pillars: water and sewage. By referring to the water flow and the uniqueness of the curves, the brand itself expresses the symbol of change.

Based on variations of the icon, we developed graphic elements with an organic language that interacts with the forms of nature and allows for empathetic communication with customers and users. The brand guidelines also include instructions on the use of images of people at the center of Copasa's activities, which is reflected in the photography, voice tone, and various other resources of the new brand.