‍Overview

‍Cavialpa, a key organization in the road infrastructure sector, faced a crucial challenge: to transform its communication strategy in order to build genuine connections with its stakeholders and foster a favorable public opinion. The project “Rutas que cambian vidas” was born from the need to reposition the brand with a more human, transparent, and strategic approach.

Challenge

The main challenge was to build a solid and coherent identity for Cavialpa’s new communication plan. This required crafting a narrative capable of bringing the company closer to its key audiences—citizens, authorities, and decision-makers—through a message that conveys trust, clarity, and commitment.

It was time to move away from distant institutional communication and toward a more proactive and empathetic voice:

“When we are close to the people, the people listen and believe in us.”

Strategy

The strategic approach focused on connecting infrastructure development with the positive impact it has on people’s lives, society, and the country’s progress. From a design standpoint, the goal was to build a visual system that clearly reflects these values in an accessible and honest way.

The design had to address both functional and emotional needs: to feel familiar and trustworthy while also inspiring transformation.

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Solution

To bring this vision to life, we developed a visual and narrative identity around a new slogan:

“Routes that change lives. We are a driving force for people, society, and the country.”

We created a brand system that embodies this transformative spirit, based on the following principles:

• Light theme → Represents clarity of information.
• Familiar visual style → Evokes honesty and continuity with Cavialpa’s legacy.
• Light typography → Communicates a clean and approachable tone.
• Solid iconography → Reinforces a sense of completeness and strength.
• Green accent color → Introduces a feeling of trust and humanity.
• Visual focus on people → Places people at the center, creating closeness and reducing the institutional gap.

The redesign was brought to life through Cavialpa’s new website, a key piece in their repositioning strategy.

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Results

Through the implementation of this new identity and narrative, Cavialpa successfully repositioned itself with a more human and empathetic voice in the eyes of its stakeholders.

Key outcomes include:

Strengthened brand positioning through the launch of a new institutional website.

Sustained increase in traffic, reaching over 3,000 monthly visits.

The “Rutas que cambian vidas” project proved that infrastructure can communicate—and when it does so with empathy and proximity, it can build bridges far beyond concrete.