Brand

2018

• In 2017, I was approached by Gana Energía's marketing department to commission a refreshing of its brand and a new website. The goal was to professionalize its image, effectively preparing the company for its new horizons of expansion and future growth opportunities.

• They felt that their branding lacked coherence and visual power, but at the same time they remained hesitant to completely renew their identity with a radical change, since the company (founded in 2015) already had tens of thousands of customers.

  That's how from the start I had very clear constraints and an extremely delimited working area.

• Since the company already had a commercial license for Galano Grotesque and used it in their communications, they chose to retain it as their corporate typography.

  Due to the bold weight used in the original branding, I decided to change the "a" glyphs to their alt version to enhance legibility at smaller sizes.

  I tend to consider bulbs as a reference closer to ideas or creativity than to literal light. But being the change of the symbol ruled out in advance, I opted to reshape it and simplify it.

• An entirely new color palette dominated by blueish greens carries the weight of the branding, effectively reinforcing the brand's stance in an ecological future.

  In addition to expanding the typographic weights used, the images are treated with a duotone filter not only highlightning the company's commitment to sustainability but also modernizing its visual identity.

• In 2021, Repsol (ranked by Forbes as the 290th largest company in the world) acquired Gana Energía, becoming its subsidiary for clean and green energy.

  As of now, Gana Energía's identity and branding remain unchanged since I did it.

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