The Sustainable Amazon Forum (FAS) is a collaborative platform that brings together organizations, companies, and social movements to promote a sustainable and regenerative Amazon. It needed a strong brand to represent the true importance of FAS in the fight against deforestation in the region. For this reason, we created the new visual and verbal identity, which includes concept, tagline, and illustrations. The brand incorporates symbols such as the gaze of the forest guardians, the fingerprint of indigenous peoples, and the fruit of guaraná, resulting in an organic identity that reflects the essence of the Amazon.