Searching For Borogod Brazilian Creativity As A Global Cultural Force

Creative Boom: Insight Creative Industry Searching for Borogodô: Brazilian creativity as a global cultural force Tátil co-founder Fred Gelli on the power of Brazilian design, its unique cultural context and why the timing is right for the world to embrace a philosophy that brings together everything from biomimicry to Brazilian Maximalism. Written By: Guest Author 26 May 2026 Fred Gelli In Brazilian Portuguese, something that possesses Borogodô has an intangible, unique, and captivating natural charm.

It's worth bearing this in mind as we consider how Brazilian design came to be and, through its diversity of thought and style, what it can offer a world being tested by huge global challenges, particularly through the lenses of biomimicry, working with limited resources, and Brazilian Maximalism. The biggest challenge designers face today is the same one the planet faces: a sixth mass extinction. Yet bleak as this existential threat sounds, there is hope, and designers have a role, as do businesses, which also need to address it.

For me, as a designer and a Brazilian, there is a deep-rooted philosophy in everything I design, one that stems from the natural world. Often, when biomimicry turns up in visual identities or campaigns, it is characterised as design inspired by shapes and forms from nature, but it should be much more than that; it is a way of looking to and being inspired by nature to resolve complex issues in a low-impact way. In my own work, I'm interested in interpreting the interconnectedness of natural systems and cycles, which is a way of thinking that can be applied to any project.

We had the opportunity to work on the identity of Biocentricos, a documentary directed by Fernanda Heinz Figueiredo and Ataliba Benaim that examines biomimicry itself as the filmmakers search to understand how the natural world can be a source of inspiration for addressing modern challenges across disciplines. Biocentricos Biocentricos Our approach was to devise a restless eye motif which takes on different organic forms and shapeshifts into organic images representing key moments in the documentary's narrative.

There's an obvious tension to address when discussing this while knowingly working with large, resource-intensive, multinational companies that have historically impacted the environment. Yet these partnerships also offer an opportunity to bring about meaningful change on a large scale. Ultimately, whatever you're creating has to resonate with consumers, and that's why it's important to avoid what we call 'eco-boring' and instead take an 'eco-sexy' approach. Something with high sensorial and low environmental impact, but crucially, an idea that excites and does some genuine good for people and the planet.

If brands look beyond the myopic view, there's a real business case for this, to ensure their own survival. Some 74% of adults globally are now feeling the effects of climate change, according to a recent study by The Pew Research Centre. This shows us that consciousness and awareness are growing, and brands must take note. Quite rightly, consumers are expecting brands, not individuals, to take the lead in making changes. Research group Euromonitor International recently found that 61% of global consumers care about climate change and try to act, but only 51% think individuals can make a difference. They expect businesses to step in.

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The article discusses a significant cultural perspective on Brazilian creativity in branding, proposing innovative strategies that align with current consumer expectations for sustainability and engagement.