Acema
REPOSITIONING AND INTEGRATED COMMUNICATION FOR ACEMA
brand identity, art direction, website, graphic design, art direction & styling, SEO, analytics, copywriting
ACEMA’s new path: communicating sustainability
Founded in Pesaro in 1945, ACEMA has grown from a small local distributor of petroleum products to a recognized leader in the energy sector, with a strong commitment to innovation and sustainability. As global discussions on renewable energy and reducing environmental impact intensified, the company decided to update its image to better reflect these values.
ACEMA therefore approached us for a complete rebranding to effectively communicate its commitment to a sustainable and responsible energy future.
Our team worked on developing a completely new visual identity that would capture the essence of ACEMA’s transformation towards a more sustainable future.The restyling involved the logo and a new modern colour palette, which was also applied to the completely revamped website. In parallel, we expanded our social media strategy, creating content that highlighted their commitment to sustainability and the company’s rich history, thus reinforcing their message of a responsible energy future. Finally, the project included the rebranding of LEONE, ACEMA’s petrol station brand, to ensure complete visual consistency across all customer contact points.
Beyond energy
ACEMA’s rebranding, centred on the “Beyond Energy” concept, represents a commitment to energy innovation and sustainability. The revamped logo with a stylized wave symbolizes the flow of green energy and corporate dynamism. The new distinctive colour palette reflects the three business areas: net, extra net and lubricants, while the stick character chosen for the texts combines modernity and readability.
All these elements have been integrated consistently throughout the communication material, consolidating ACEMA’s message as a leader in promoting an approach to energy that goes beyond the traditional.
Making services easy and intuitive to discover
Acema’s new website offers a clean and modern interface, designed for intuitive navigation and easy accessibility to information on network, off-network and lubricant services. Interactive features, such as contact forms and maps of outlets, improve interaction with users and facilitate access to services, making the site an effective reference point for different targets.
A journey through LinkedIn and Facebook
To ensure consistent communication across all digital channels, we developed a detailed social media strategy that takes the entire ACEMA universe to LinkedIn and Facebook channels. We defined a tone of voice that is direct and close to the consumer, devised new editorial columns and created specific content that engages and maintains contact with the Acema community, strengthening the brand’s presence and its image as a leader in sustainable energy.
OilOne becomes LEONE
ACEMA-owned LEONE service stations have undertaken a thorough rebranding to reflect the company’s values of sustainability and innovation.
This update saw the name change from OilOne to LEONE, the introduction of a new logo, and the revamping of every aspect of the service stations, from totems to communication material and company media, ensuring that every point of contact with customers reflected the new brand image.
Marua Zouiter
Project Manager
Carlo Piazzesi
Creative Director
Marco Merloni
Art Director
Lucia Galanti
Graphic Designer & Web Designer
Irene Boschi
Web Developer
Fabio Bertozzi
Web Developer
Laura Sorbini
SEO & Web Analyst
Monica Nardini
Graphic Designer
Maricel Sconocchia
Graphic Designer
Chiara Cocon
Social Media Graphic Designer
Vittoria Beci
Copywriter & Social Media Manager
