INTRODUÇÃO • Com mais de 80 anos de atuação, o Banco da Amazônia, presente em toda Amazônia Legal, desempenha um papel estratégico no desenvolvimento econômico, social e ambiental da região. Como reflexo, também é um agente de construção identitária e cultural dos amazônidas. Apesar de sua grandeza e relevância, a atuação da marca e do negócio precisava evoluir para acompanhar os movimentos do mercado financeiro, como digitalização, disputa pela principalidade, omnicanalidade na jornada do cliente, e para refletir uma nova visão de futuro que passa a orientar o banco.Momento de renovar não apenas o posicionamento, mas também sua expressão, a cultura organizacional, conteúdos e sua forma de se relacionar com os clientes e a região.
INTRODUCTION • With over 80 years of experience, Banco da Amazônia has always played a fundamental role in shaping the territory it carries in its name. Present throughout the entire Legal Amazon region, the institution plays a strategic role in the region’s economic, social, and environmental development. Despite its relevance, the brand no longer reflected the future-oriented vision that had come to guide the Bank’s journey. It was time to renew not only its positioning, but also its expression, organizational culture, narrative, and relationship with the territory.
INTRODUCTION • With over 80 years of experience, Banco da Amazônia has always played a fundamental role in shaping the territory it carries in its name. Present throughout the entire Legal Amazon region, the institution plays a strategic role in the region’s economic, social, and environmental development. Despite its relevance, the brand no longer reflected the future-oriented vision that had come to guide the Bank’s journey. It was time to renew not only its positioning, but also its expression, organizational culture, narrative, and relationship with the territory.
SOLUÇÃO • A partir de uma escuta ativa com colaboradores, especialistas e representantes locais, desenvolvemos uma estratégia de marca que parte de dentro para fora – alinhando posicionamento, cultura e identidade. A nova marca traduz o Banco como um elo entre saberes tradicionais ligados a região e o futuro através da inovação e tecnologia, reconhecendo a Amazônia como um ecossistema de soluções vivas. Refletindo assim o novo momento com mais leveza, proximidade e dinamismo, sem abrir mão da solidez institucional. Cores, formas e linguagem foram pensadas para transmitir uma marca contemporânea, conectada ao território, em sintonia com quem vive e transforma a Amazônia todos os dias.
SOLUTION • Based on active listening with employees, specialists, and local representatives, we developed a brand strategy from the inside out — aligning positioning, culture, and identity. The new brand presents the Bank as a bridge between traditional knowledge and technological innovation, recognizing the Amazon as a living ecosystem of solutions. It reflects this new chapter with greater lightness, closeness, and dynamism — without losing institutional solidity. Colors, shapes, and language were all designed to express a living brand, deeply connected to the territory and in tune with those who inhabit and transform the Amazon every day.
SOLUTION • Based on active listening with employees, specialists, and local representatives, we developed a brand strategy from the inside out — aligning positioning, culture, and identity. The new brand presents the Bank as a bridge between traditional knowledge and technological innovation, recognizing the Amazon as a living ecosystem of solutions. It reflects this new chapter with greater lightness, closeness, and dynamism — without losing institutional solidity. Colors, shapes, and language were all designed to express a living brand, deeply connected to the territory and in tune with those who inhabit and transform the Amazon every day.
RESULTADOS • O rebranding do Banco da Amazônia trouxe clareza estratégica, relevância institucional e coerência simbólica para a marca. Além da grande reverberação na imprensa nacional, é também um marco de engajamento para todos os colaboradores do banco no movimento de transformação do negócio. Hoje, o banco se apresenta com foco, proximidade e legitimidade – refletindo seu papel essencial na transformação econômica, social e ambiental da Amazônia.
RESULTS • The rebranding of Banco da Amazônia brought strategic clarity, institutional relevance, and symbolic coherence to the brand. Today, the bank presents itself with greater strength, proximity, and legitimacy — reflecting its essential role in the economic, social, and environmental transformation of the Amazon.
RESULTS • The rebranding of Banco da Amazônia brought strategic clarity, institutional relevance, and symbolic coherence to the brand. Today, the bank presents itself with greater strength, proximity, and legitimacy — reflecting its essential role in the economic, social, and environmental transformation of the Amazon.
Business Account: Beatriz Serra, Marina Ribeiro, Vinicius Abreu
Strategic Direction – Brand, Culture, ESG, and Business: Felipe Luz, Isabel Sobral, Karen Fontana, Rodrigo Valdevite
Strategy – Brand, Culture, ESG, and Business: Camila Costa, Gabriel Daher, Marina Bruzadin, Mariana Batista, Olivia Moraes, Raquel Botacci, Sofia Barbará, Tatiana Garcia
Research, Data & Insights: Estela Brunhara, Gabriel Azevedo, Isabel Mossato, Jamille Machado, Leonardo Fioretti, Sofia Azevedo
Design: Alexandre Ruzzuti, Amanda Emilia, Amanda Oliveira, Camila Izumi, Giulia Paladino, Giulia Ferreira, Giovanna Moretti, Gustavo Pavani, Victor Silva
Copywriting: Andressa Trindade, Fernanda Damas, Gabriel Cipriani, Thayná Alves, Elianai Oliveira
Motion Graphics: Francisco Fernandes, César Quirino, Higor Santos, Rebeca Prado, Douglas Khozam
3D: Vitor Oliani
Digital UX: Isabela Leandro, Rodrigo Alarcon
Production: Everton Silva
Production: Everton Silva
Customer Experience (CX): Felipe Montagnoli, Fernanda Lins, Monica Kato
Type design logotype: Estúdio Fabio Haag
