Davar Azarbeygui
Design Director | Adjunct Professor at DAAP University of Cincinnati
Apr 2026
Creating a living, breathing brand, built entirely through typography. Designed by FutureBrand São Paulo, this is far from a conventional rebrand. It’s a powerful example of what culturally grounded, locally driven, and sustainable branding can look like when done right. The Amazon rainforest holds the largest concentration of trees on Earth, over 390 billion, interconnected by one of the world’s longest river systems, spanning nine states and supporting more than 28 million people. Rather than simply represent this scale, the identity translates it. Using real geographic coordinates from the Amazon River and its tributaries, the designers studied satellite imagery to uncover letterforms embedded within the landscape itself. The result: an alphabet shaped by nature, forming a logotype constructed from the actual curves of the basin’s 25,000 kilometers of navigable waterways. But the system doesn’t stop at a static mark. The identity evolves into a living typographic tool, an interactive platform where users can generate their own compositions, extending the brand through participation and artistic design. “More than a visual representation, the brand is a living identity, creating a seal for Amazonian products while fostering the local economy and celebrating everything produced across the nine Amazonian states.” "Created by people, written by rivers" this stands as one of the most compelling intersections of branding, typography, and place making I've seen so far. Link to the site: https://lnkd.in/e8-79NtA #branding #typography #type #design #Sustainability #logotype #identity #logo #Amazonforest #nature #tourism #cultureidentity #Brazil #Rivers #graphicdesign

01 Someone else's work, broken down
50x their usual post
Beautiful work stops the scroll, and the breakdown gives a reason to stay.
The picture
The strongest single image from a new identity or campaign, full width, with no text added.
The text
One line that names the idea ("A living brand, built entirely through typography."), then who made it and 3 things that make it work.


















!["Things only [role] say": first picture of Frankie Kastenbaum's LinkedIn post](/viral-formats/56643.webp)









