Strategy

After undergoing a diagnostic assessment that investigated the perception of Cosan by internal and external audiences, as well as the market, we understood that the brand was perceived as falling short of its potential, needing to clearly communicate its management model and position itself as a leader and benchmark in the global arena.

Thus, we adopted an entrepreneurial, responsible, bold, and results-oriented personality to reflect the company's way of being. Through clear business guidelines, we consolidated this management model that combines investment with operational excellence. And we emphasize building relationships that balance strategy with management, immediate results with long-term goals, with employees, partners, and investors.

We replaced the ESG discourse with Responsible Print Cosan, a proprietary term that guides and integrates the company's sustainable, ethical, and transparent practices, which generate a positive impact on its global ecosystem.

We are committed to boosting Brazil's potential, so that Cosan can fully embrace its role as a portfolio manager in the areas where Brazil has the greatest competitive advantage in the world.

Universe
Visual and
Verbal

Reflecting the new strategy, we evolved Cosan's visual universe, bringing more attitude and strength. The logo gains new tones, representing a more mature, digital, and modern moment. Its elements reinforce movement and energy, with graphics that form ascending angles, enhancing the image and ensuring clarity and cohesion.

The photographic choice evokes a heroic and grand atmosphere, focusing on the people and areas of greatest value in the country. We use sunlight to radiate energy, highlighting unusual perspectives and a unique vision. Vitality is consistently present throughout the visuals, without excess.

Cosan's voice takes center stage in tones of accessible simplicity, affirmative optimism, and practical expertise. All this to reveal an empathetic and assertive leadership that motivates both internal and external audiences. The verbal universe makes portfolio management accessible, translating what the brand does with clarity and transparency to a diverse audience. Thus, we express effective communication that makes a difference in the market.

Communication

In its communications, Cosan primarily presented itself through the brands in its portfolio and sponsorship activities. Therefore, there was a need to transform this scenario, positioning it globally with the relevance it has for Brazil today, through the value of its business.

With a large and diverse group of stakeholders, communication needed to address their specific needs. To achieve this, we segmented the brand's clusters, encompassing everyone from internal audiences to key profiles for building market reputation, such as investors, the press, and government.

To make the value of the business tangible, we defined differentiators that translate into a unique way of doing things: a leading investor that invests in Brazilian potential and brings together great leaders to take businesses to their maximum potential, always with agility that builds results, and the Responsible Print Cosan philosophy, in business and relationships.

In this way, Cosan stands out from a market that promises the future, delivering in the present and transforming potential into power. Its positioning inspires by example and is summarized in the tagline "Make it Happen," a statement that defines the business model while simultaneously calling for action, showcasing the brand's strength as an agent of transformation from Brazil to the world.

To expand brand exposure, an integrated media strategy will take the message to key audiences in Brazil, the United States, the United Arab Emirates, and Europe. Starting with a milestone, Cosan Day, an event aimed at analysts and investors, the first phase of the strategy focuses on explaining what Cosan does, showing how the brand drives Brazil's potential.

The campaign consists of 1-second, 30-second, and 15-second films for TV and digital channels, as well as print media in publications such as Valor Econômico, Brazil Journal, Estadão, and Folha de São Paulo. The films feature grand images of Cosan's businesses interspersed with scenes of employees in action, accompanied by an emotional and impactful text about those who "make things happen" and how this attitude, at Cosan, translates into energy transition, rail logistics that drive agribusiness, high-performance energy efficiency, and decarbonization.

Furthermore, we positioned the brand for the global market with a combination of efforts such as digital billboard advertising in Times Square, digital and print media, and relevant channels to build robustness and reputation. All of this will be integrated through a unified view of Key Performance Indicators (KPIs), allowing for results tracking and ensuring the management of generated value.