Esergui-AVIA Visual and narrative independence.
Spain’s sixth-largest oil company by volume commissioned us for a strategic reflection and activation to bring to the foreground a brand that has spent 43 years behind our territory’s well-being, behind the well-known AVIA flag.
The brief stems from the need to build a new visual and narrative identity for a parent brand in the energy sector: Esergui. The main goal is to give the brand communicative independence, both visual and conceptual, consolidating a proposition that brings meaning, cohesion and momentum internally and externally. Beyond a simple redesign, it is about reactivating the brand’s inner energy and connecting with people.
The project’s development followed a phased working methodology, which made it possible to build a solid, coherent, actionable identity on a deep strategic foundation.
This progressive approach guaranteed alignment between strategic vision and creative expression, involving the Esergui team throughout the entire process.
The strategy is based on identifying and activating a set of values that emerge from both the business context and the brand’s social and territorial environment. The narrative construction revolves around concepts and keywords born from the “Esergui” brand itself, understood as an emotional and symbolic acronym:
These terms build a rich identity, rooted in the Basque territory but looking to the future, committed to independence, innovation and a new relationship with energy.
The new brand narrative is framed through a transformative lens: from silent companion to leading agent of change. After 43 years behind people’s well-being, Esergui steps forward to lead its own energy transition with its own model, its own style and a new name that makes its commitment visible:
“Today we take a step forward to lead our own energy transition. With our own way of seeing, of understanding energy.”
The narrative speaks of a multiplicity of energies, sensibilities and needs, in a world in continuous transition. Energy companies must take active responsibility in this new dialogue with the planet and with people. That responsibility becomes the axis of the value proposition.
“In the future there is no single energy. There are many — as many as the ideas, visions and sensibilities that coexist on Earth.”
The identity work resolves the need to synthesize multiple attributes: territoriality (claiming its roots in the Basque Country as a differentiating value and an asset of trust), global openness, energy plurality — alluding to the transition and the diversity of sources — and purpose: conveying commitment, modernity and a vision of the future, connecting with new sensibilities. The naming balances the local and the global, the emotional and the strategic, the symbolic and the operational.
The graphic identity brings a modern, ambitious visual language, aligned with the brand’s new chapter. It uses clean graphics, precise lines, modern typography, and color that is vibrant yet professional. Bold in character, it projects a powerful, determined image, consistent with a brand that has decided to step into the future. And flexible in essence, with a modular design that adapts to the multi-format environment of today’s media plans.
The new identity comes to life with a phased communication plan that accompanies its strategic rollout. A website as a beacon of visibility and an audiovisual story convey, with strength and purpose, the soul of the brand. Activation begins from within, strengthening the sense of belonging, pride and cultural connection, then expands to strategic allies and suppliers, weaving a coherent, close-knit narrative. The brand deploys with intent across B2B, institutional, corporate and sponsorship spaces, strengthening its reputation.
The whole process drives a solid positioning, guided by a progressive activation that is born inside and projects out to the world.
The proposal for Esergui is not just an exercise in visual identity, but a deep redefinition of its story and its future positioning. By stepping forward as an autonomous brand, Esergui prepares to play a leading role in a new energy cycle — more diverse, human, conscious and adapted to contemporary realities.
