The ézero brand was created to affirm E-REDES' commitment to the safety of its employees. More than an distinctive symbol, its identity — verbal and visual — was designed to make it a relational brand. A brand capable of addressing, interacting with and challenging all of the company's employees.

From a creative standpoint, the identity stems from what is the primary objective of the project and the ultimate goal when safety is the subject: zero accidents. But without ever compromising on the seriousness the topic demands, it is a brand that seeks to be human and straightforward in its dialogue with its different audiences. In essence, a brand that must never forget it is aimed at people, and that people seek, by nature, relationships.

The proposed name not only ensures a connection with the E-REDES brand, but also presents several qualities that allow it to respond, in a dynamic and flexible way, to the purposes of the challenge. First, and very clearly, it begins by emphasising the objective that drives it: zero accidents. But it does so with affirmative and unequivocal commitment, coupling, in its formulation, a verb of action and a full stop. Beyond being categorical in its intent, the name ézero positions itself as the epicentre of the brand's relational ambition, opening the door to a style of dialogue that is very much its own and distinctive, capable of reinventing itself with each interaction.