Viesgo
Rebranding Viesgo after its transition from E.ON, balancing heritage and innovation to create a recognizable and future-ready energy brand.
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BRIEF
Viesgo, one of Spain’s top five electricity companies and the country’s fourth-largest distribution operator, was born from the sale of E.ON’s Spanish assets. With over 4,150 megawatts of power generation, more than 685,000 customers, and a 33,000-kilometer distribution network, Viesgo needed to redefine its identity as an independent brand while maintaining the trust of its existing customers.
Erretres was selected through a competitive pitch to lead the branding project and create an identity that seamlessly connected the company’s legacy with its future.
STRATEGY
A critical step in the rebranding process was selecting the name Viesgo, chosen from hundreds of potential options. This name was deeply rooted in the company’s origins, dating back to its foundation as Electra de Viesgo in 1906 in Puente Viesgo, Cantabria. The decision ensured a connection to its rich legacy while signaling a modern and independent direction in the Spanish energy sector.
Building on this, Erretres developed a comprehensive brand strategy that aligned with Viesgo’s values and market positioning. The strategy emphasized approachability, innovation, and responsibility—ensuring that the brand was perceived as both trustworthy and progressive.
To bring this vision to life, we defined a distinct brand narrative that would guide the visual identity, tone of voice, and communication strategy, creating a unified and recognizable presence across all touchpoints.
LOGO & TYPOGRAPHY
At the core of Viesgo’s new identity was a visual system inspired by energy in its purest form: light. The concept of light served as a metaphor for energy distribution, connectivity, and the brand’s role in illuminating the path toward a more sustainable future.
GRAPHIC SYSTEM & DESIGN ELEMENTS
The brand’s graphic system was inspired by the movement of energy and particles of light illuminating the Earth from space. This idea translated into modular and flexible design elements, adaptable across various communication platforms—both digital and physical—ensuring a dynamic yet cohesive visual identity.
Color and typography were carefully chosen to reflect Viesgo’s values. The color palette conveyed trust, clarity, and innovation, while the brand’s digital presence was optimized to offer a seamless user experience, reinforcing its positioning as a modern and customer-centric company.
STRATEGY
A CLEAR AND APPROACHABLE BRAND VOICE
Beyond the visual identity, the way Viesgo communicated with its customers was key to reinforcing its positioning. Erretres developed a brand voice manual to guide all written and verbal communications, ensuring consistency and clarity across every touchpoint.
The tone of voice was crafted to be:
Clear and direct – avoiding unnecessary complexity and technical jargon.
Approachable and human – emphasizing customer needs and energy accessibility.
Trustworthy and innovative – positioning Viesgo as a leader in energy distribution, sustainability, and service reliability.
This new communication style was implemented across marketing materials, digital content, and customer service interactions, ensuring that Viesgo’s messaging was consistent, engaging, and easy to understand.
IMPACT & RESULTS
The new Viesgo identity successfully established the company as a strong, independent player in the Spanish energy market, reinforcing its leadership in energy distribution while maintaining a seamless transition from its previous identity.
The rebranding was rolled out across all customer touchpoints, from corporate offices and physical spaces to digital platforms and social media, ensuring a cohesive and easily recognizable brand experience.
Through a strategy that combined heritage with modernity, Erretres helped Viesgo:
Strengthen brand trust and market positioning following its transition from E.ON.
Develop a flexible and scalable identity system adaptable for future expansion.
Enhance customer engagement through a clearer, more human-centered brand voice.
With this project, Erretres further demonstrated its expertise in transforming energy brands, seamlessly integrating strategy, design, and communication to shape the future of the industry.