Pedro Melo Rebrands Eletrobras as AXIA Energia with Motion Identity

Pedro Melo ;) has designed a new branding and motion identity for Eletrobras, now renamed AXIA Energia. The project marks a shift from the company's engineering legacy toward a role of orchestrating possibilities. The visual identity draws on the concept of an axis—from Latin 'axis' and Greek 'axia'—to create a system where expanding points connect into a larger network. The color palette uses majorelle blue and electric blue to convey scale and connectivity. Motion design work includes six video pieces that use symmetry and graphic elements to communicate a transition from infrastructure to imagination, ensuring the brand feels active rather than static.