Latin America and the Caribbean seek to boost their global influence with a regional brand

April 17, 2024

CAF - development bank of Latin America and the Caribbean - aims to generate new opportunities for the countries of the region through greater international projection that attracts investment, cooperation and tourism, among others.

Latin America and the Caribbean seek a regional brand
CAF open calls to create the image of the ALC Region Brand +view more

Having a regional brand that represents the diversity and potential of Latin America and the Caribbean and acts as a vehicle to promote alliances and develop initiatives that promote the growth of our countries and contribute to the region having a more relevant place on the global stage, are some of the objectives of the open call by CAF - development bank of Latin America and the Caribbean - to create a regional brand.

With more than 650 million people in the 33 countries that make up Latin America and the Caribbean, there is potential to attract foreign investment in various strategic sectors. In addition, a more integrated and cohesive region will help boost synergies and cooperation among its countries, which could facilitate entry into new markets and reduce promotion and marketing costs.

"Latin America and the Caribbean is a solution region for the global challenges facing humanity in biodiversity, just energy transition, global value chains, among others. Promoting a unified identity for the region, which highlights its uniqueness, its unparalleled potential for tourism and investment, is an opportunity to foster sustainable and inclusive growth," said Sergio Díaz-Granados, Executive President of CAF.

According to the International Union for Conservation of Nature, up to 37% of climate change mitigation needs can be met with nature-based solutions, which puts Latin America and the Caribbean in a privileged position, given that the region has 9.3 million square kilometers of forests (equivalent to a quarter of the planet's forest cover), has 60% of terrestrial biodiversity and 14% of the world's total agricultural land area.

The visual identity of the Regional Brand that will be present in major global forums, representing the cohesive region, will be the result of a co-creation process, through a public contest that invites graphic design, advertising and communication professionals to participate.

Applications are open until April 26 at Selected creatives and advertisers will be invited to participate in a bootcamp to be held in Sao Paulo, Brazil, where they will compete for a $20,000 prize and have the opportunity to participate in mentorships with experts in brand development in the region.