CLIENTE
Bonito / Secretaria de Turismo de Bonito
TAGS
Place Branding
ANO
2026
Bonito holds one of the rarest assets in Brazilian tourism: nature that cannot be replicated. Crystal-clear rivers, unique ecosystems, and an experience entirely dependent on conditions that no urban planning can manufacture. This is precisely where the challenge lies. A destination that relies entirely on nature is, by definition, vulnerable to the uncertainties the future has already begun to impose.
When the Bonito Tourism Secretariat invited us to develop the city’s place branding strategy, the central question was not how to promote the destination more effectively, but how to build a strategy capable of sustaining it in the face of climatic, economic, and behavioral uncertainties that no one can predict with precision.
Before defining any positioning, we immersed ourselves in the place. We brought together residents, local leaders, tourism stakeholders, visitors, and public authorities in an in-depth co-creation process involving workshops, interviews, and open forums held in public spaces throughout the city. Not to collect opinions, but to understand what Bonito knows about itself and what it has yet to articulate about its own future.
The result is not a campaign, but an identity platform built from the inside out, anchoring the destination in what makes it truly singular and guiding long-term decision-making. A place brand that does not simply communicate, but prepares Bonito to remain Bonito as the world around it changes.
