R.A.I + EMBRATUR Amazônia • FutureBrand
Brazilian Amazon: a vast territory larger than India and one of the most beautiful places on Earth. Yet, 65% of Brazilians have never been there.
Embratur and R.A.I. needed to position the region as a tourism destination for both Brazil and the world by creating a brand that would unify the communication of all nine states that make up the Brazilian Amazon.
To do that, we found what already connects all nine territories: the rivers. They are a means of transportation, the defining symbol of this unique biome, and the Amazon's natural infrastructure.
Using real satellite coordinates, we discovered an entire alphabet hidden within the rivers, with three glyphs for each letter.
Recognition: 3x Silver Lions (Design, Digital Craft & Industry Craft) + 5x Shortlists
with a full alphabet in place, including variable glyphs, we developed an online procedural design tool that allows users to literally write any word using the rivers of the amazon. inspired by the natural behavior of river waters, the tool generates visual variations programmed from real variables such as bends, river width, turbulence and current.
you can try it at https://igaratipo.visiteamazonia.com.br/en/
with a full alphabet in place, including variable glyphs, we developed an online procedural design tool that allows users to literally write any word using the rivers of the amazon. inspired by the natural behavior of river waters, the tool generates visual variations programmed from real variables such as bends, river width, turbulence and current.
you can try it at https://igaratipo.visiteamazonia.com.br/en/
My role: Crafting the inscriptions and boards copies. Case Study support.
illustration:
@_____cristo
@beademilho
@maluanezes
@winnytapajos
@rogeriopedroart
@norte_art
photography:
@bobmenezes
@ori.junior
@thiagopelaes
audiovisual:
@marahufilmes directed by @thiagopelaes
audio and original score:
@leochermont
@florestasonora
content and language adaptation:
@aadrianadefaria
lettering:
@pintor_odir
@letrasqflutuam
“ABERTA” typography:
@naipefoundry
research “what does brazil think of the amazon?”, 2025:
@assobioeconomia
agency: Futurebrand São Paulo
CEO: Ewerton Mokarzel
CDO: Arnaldo Bastos
CCO: Márcio Fritzen
Creative Directors and Partners: Lucas Machado, Luís Monteiro and Thomás Debeus
Design Director: Alexandre Rizzuti
Head of Design: Amanda Oliveira
Procedural Design System and Typography: João Generoso
Motion Design: César Quirino, Higor Santos and Rebeca Prado
Designers: Gustavo Kone, Laura Arnal, Victor Reis and Vinicius Liberal
Webdesign: Gustavo Osório
Copywriters: Edgard Vidal, Larissa Santos and Léo Rachid
R.A.I + EMBRATUR Amazônia • FutureBrand
Brazilian Amazon: a vast territory larger than India and one of the most beautiful places on Earth. Yet, 65% of Brazilians have never been there.
Embratur and R.A.I. needed to position the region as a tourism destination for both Brazil and the world by creating a brand that would unify the communication of all nine states that make up the Brazilian Amazon.
To do that, we found what already connects all nine territories: the rivers. They are a means of transportation, the defining symbol of this unique biome, and the Amazon's natural infrastructure.
Using real satellite coordinates, we discovered an entire alphabet hidden within the rivers, with three glyphs for each letter.
Recognition: 3x Silver Lions (Design, Digital Craft & Industry Craft) + 5x Shortlists
with a full alphabet in place, including variable glyphs, we developed an online procedural design tool that allows users to literally write any word using the rivers of the amazon. inspired by the natural behavior of river waters, the tool generates visual variations programmed from real variables such as bends, river width, turbulence and current.
you can try it at https://igaratipo.visiteamazonia.com.br/en/
with a full alphabet in place, including variable glyphs, we developed an online procedural design tool that allows users to literally write any word using the rivers of the amazon. inspired by the natural behavior of river waters, the tool generates visual variations programmed from real variables such as bends, river width, turbulence and current.
you can try it at https://igaratipo.visiteamazonia.com.br/en/
My role: Crafting the inscriptions and boards copies. Case Study support.
illustration:
@_____cristo
@beademilho
@maluanezes
@winnytapajos
@rogeriopedroart
@norte_art
photography:
@bobmenezes
@ori.junior
@thiagopelaes
audiovisual:
@marahufilmes directed by @thiagopelaes
audio and original score:
@leochermont
@florestasonora
content and language adaptation:
@aadrianadefaria
lettering:
@pintor_odir
@letrasqflutuam
“ABERTA” typography:
@naipefoundry
research “what does brazil think of the amazon?”, 2025:
@assobioeconomia
agency: Futurebrand São Paulo
CEO: Ewerton Mokarzel
CDO: Arnaldo Bastos
CCO: Márcio Fritzen
Creative Directors and Partners: Lucas Machado, Luís Monteiro and Thomás Debeus
Design Director: Alexandre Rizzuti
Head of Design: Amanda Oliveira
Procedural Design System and Typography: João Generoso
Motion Design: César Quirino, Higor Santos and Rebeca Prado
Designers: Gustavo Kone, Laura Arnal, Victor Reis and Vinicius Liberal
Webdesign: Gustavo Osório
Copywriters: Edgard Vidal, Larissa Santos and Léo Rachid
R.A.I + EMBRATUR Amazônia • FutureBrand
Brazilian Amazon: a vast territory larger than India and one of the most beautiful places on Earth. Yet, 65% of Brazilians have never been there.
Embratur and R.A.I. needed to position the region as a tourism destination for both Brazil and the world by creating a brand that would unify the communication of all nine states that make up the Brazilian Amazon.
To do that, we found what already connects all nine territories: the rivers. They are a means of transportation, the defining symbol of this unique biome, and the Amazon's natural infrastructure.
Using real satellite coordinates, we discovered an entire alphabet hidden within the rivers, with three glyphs for each letter.
Recognition: 3x Silver Lions (Design, Digital Craft & Industry Craft) + 5x Shortlists
With a full alphabet in place, we developed an online procedural design tool that allows users to write whatever they want using the rivers of the amazon. Inspired by the natural behavior of river waters, the tool generates visual variations programmed from real variables such as bends, river width, turbulence and current.
Give it a try below.
To complement the river-based typography, along with photography and illustrations by local artists, we created Alberta: a typeface inspired by the lettering found on boats, bars, and markets across the Amazon. We also developed a label system for Amazonian products, shaping a brand as vast and diverse as the territory itself while preserving coherence and consistency across every touchpoint.
My role: Crafting the inscriptions and boards copies. Case Study support.
illustration:
@_____cristo
@beademilho
@maluanezes
@winnytapajos
@rogeriopedroart
@norte_art
photography:
@bobmenezes
@ori.junior
@thiagopelaes
audiovisual:
@marahufilmes directed by @thiagopelaes
audio and original score:
@leochermont
@florestasonora
content and language adaptation:
@aadrianadefaria
lettering:
@pintor_odir
@letrasqflutuam
“ABERTA” typography:
@naipefoundry
research “what does brazil think of the amazon?”, 2025:
@assobioeconomia
agency: Futurebrand São Paulo
CEO: Ewerton Mokarzel
CDO: Arnaldo Bastos
CCO: Márcio Fritzen
Creative Directors and Partners: Lucas Machado, Luís Monteiro and Thomás Debeus
Design Director: Alexandre Rizzuti
Head of Design: Amanda Oliveira
Procedural Design System and Typography: João Generoso
Motion Design: César Quirino, Higor Santos and Rebeca Prado
Designers: Gustavo Kone, Laura Arnal, Victor Reis and Vinicius Liberal
Webdesign: Gustavo Osório
Copywriters: Edgard Vidal, Larissa Santos and Léo Rachid