On X, the narrative was predominantly institutional and technical. The challenge was to open up to a wider audience that, beyond industry stakeholders, would include media, journalists and citizens, in an integrated approach. The brand needed to be humanised, moving past the cold tone associated with the power grid and the energy transition, in order to turn users’ interest into active participation in the community.

We built a strategy balanced between authority and engagement, with a warm, empathetic tone of voice and a multimedia visual identity, from cards to motion graphics to video. The monthly editorial plan alternates educational formats, news from the regions, people’s stories and weekly polls, turning the profile into a dynamic, participatory information ecosystem.