From the Amazon to the world

The Brazilian Amazon is a place of unparalleled biodiversity and cultural richness, known locally as Amazônia.

Historically, its vast tourism and business potential has remained relatively untapped, fragmented messaging resulting in no clear nor compelling narrative, the place lacking a tangible identity let alone globally recognition.

A new brand is now helping to change that.

In partnership with RAI (Integrated Amazon Routes), Embratur (the Brazilian Agency for International Tourism Promotion) and Fornatur (the National Forum of State Secretaries and Directors of Tourism in Brazil), FutureBrand set out to reimagine the Brazilian Amazon as Amazônia: a unified, recognised and sustainably driven brand.

Together with residents and artists across the region, a ‘living brand’ system has been created to connect the physical world to a physical brand – through an entire alphabet shaped from the natural curves of the Amazon River’s 2,500 kilometres of navigable waterways, captured through satellite imagery. The result is a brand quite literally shaped by the land itself, authentic and organic, born from the Amazon. A dynamic and vibrant brand, full of vitality, not only a celebration of the land and the culture, but also a clear and cohesive identity with which the world can connect.

This effectiveness of the brand has already been recognised at the Cannes Lions International Festival of Creativity 2026, winning 3 Silver Lions for Brand Identity, Typography, and Illustration & Image Design.
 
As the first-ever brand for the Brazilian Amazon, the Amazônia brand has been conceived as a dynamic brand system, uniting nine states under a shared foundation while celebrating the distinct character of each. One that could honour the distinct identities of its 28 million inhabitants while presenting a powerful, shared vision to the world – for the future of the Amazônia.