BRAND CREATION

 

CAF initiated the creation of the Regional Brand for Latin America and the Caribbean with the goal of capitalizing on the region's diversity and potential, strengthening its identity, and projecting it on the global stage. To achieve this, a public call was launched, inviting graphic designers, advertisers, and creatives to participate in the co-creation of a visual identity representing the region.

After receiving more than 500 applications, CAF selected five teams to participate in a bootcamp in São Paulo, Brazil, from May 12 to 15, 2024. During the bootcamp, the teams took part in workshops, mentoring sessions, and inspiration talks with regional branding experts, focusing on the conceptualization of a logo, slogan, and several brand-related pieces.

The process concluded with the selection of the winning proposal, chosen by an international jury composed of renowned professionals from various fields. The winning design, presented by a team from Ecuador and Brazil, stood out for its ability to capture the essence of the region and its adaptability to different contexts. The new brand was officially unveiled at an event at the Memorial of Latin America, marking the beginning of its use as a key tool to promote the region, attract investment, boost tourism, and strengthen its presence on the global stage.