Amazon Conservation Team Rebrand and Guidelines
Building a Brand to Empower Indigenous Peoples
I had the honor and privilege to build a brand for ACT that empowers indigenous communities with a strong visual and tonal identity that amplifies their voices. A refined design system, inspired by the Amazon’s colors and cultures, ensures clarity and impact across all platforms. Thoughtful typography and human-centered photography reinforce ACT’s mission, making the brand more authentic, accessible, and effective.
Out with the Old
The previous ACT logo featured a stencil-style design with a dove, but it lacked clarity and relevance to the organization’s mission. The stencil effect created visual distortions at different sizes, and the border’s thin basket-weave pattern often appeared too delicate. The font used was no longer available, limiting consistency, and the dove itself failed to communicate ACT’s focus on indigenous empowerment and rainforest conservation. Additionally, the branding across ACT’s offices in Colombia, Suriname, Brazil, and Europe all differed wildly despite existing within a unified organization.
In with the New
The new ACT logo provides a modern, versatile identity that maintains brand cohesion across all platforms. With refined typography, balanced layouts, and flexible formats, the design adapts seamlessly to both digital and print applications. Country-specific variations retain the core brand elements while ensuring clarity and consistency, reinforcing ACT’s mission with a professional and polished visual presence.
Variable Lockups
Landscape Lockup
Country Specific Lockup
Spanish Language Lockup
Defining the Color System
Initially, ACT had no defined color system, leading to inconsistent branding across materials. Without a cohesive palette, documents, digital assets, and promotional materials varied widely in tone and appearance, diluting brand recognition. This lack of structure made it difficult to create a strong visual identity, reducing the impact of ACT’s messaging and limiting its ability to stand out.
Fortunately, within the incredible cultures and lands that ACT works with there exists infinite inspiration for a robust and impactful color system.
Sweeping Green
Hidden Teal
Slate
Ash
Cacao
Yucca
Ocher Red
Ocher Yellow
Photography with an Impact
ACT had thousands of photos taken by amateur photographers and park rangers working in the Amazon, but few were truly engaging. I curated the strongest images and used them to develop clear guidelines for capturing impactful field photography. The focus was on human connection and the rainforest’s beauty—portraits needed to be clear, emotive, and engaging, while nature shots had to convey depth, richness, and scale. Strong composition, vibrant colors, and proper lighting ensured ACT’s imagery felt authentic and compelling, reinforcing its mission through powerful visual storytelling.
