NAMING

The challenge was to translate, into a descriptive name, the platform's promise to enhance the talent of tourism professionals. The archetype of the explorer was the creative starting point, and the strategic context, suggesting the discovery of greatness, served as the foundation for the name's concept. Thus, desBRAva emerged, an invitation that opens paths to new opportunities: users explore their own potential, elevate the experience offered, and give Brazil notoriety on the international tourism scene.

Fortunately, within the construction of the name, we find the syllable "BRA," which complements the concept by adding a layer of Brazilianness and referencing the promoting brands Embratur and Sebrae. desBRAva is a call to venture into the knowledge that takes tourism further.

CREATION

The idea is to make the Platform a compass for tourism that further enhances Brazil as a country. To this end, we chose the lens feature, which originates from the logo and showcases our people, corners, and details that are distinctly Brazilian.

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The compass emerges from the juxtaposition of the circle and the rhombus on the flag, designed to navigate the different Brazils. The arrows expand the market and connect the north and south of the country, projecting our greatness. In the photograph, aerial views convey the immensity of our diversity. Alongside this, we portray people who embody the energy of what it means to be Brazilian, with warmth and closeness, using close-up shots to highlight elements of our history and culture.

The color palette was inspired by the colors of the Brazilian brand, with cheerful and humanized tones, serving as strategic support in the compositions and harmonizing with the color fields of the photography. On the online platform and in communications, we brought a digital and objective perspective, focusing on the user experience, to establish the perception of high market standards without sacrificing our charisma.

DesBRAva's voice has an inclusive appeal that reinforces the importance of community and collaborative learning. Furthermore, it employs a humorous tone, using catchy titles and intelligent humor.

The way of speaking encourages discovery, using vocabulary from the world of exploration and tourism. To connect the message, desBRAva enriches the conversation by bringing the grandeur of the different Brazils that exist to the speech, both in content and creative resource.

SLAB

LAJE led the development of Desbrava's education and community front, designing a complete learning, connection, and continuous development experience for the Brazilian tourism ecosystem. The work involved structuring the platform's digital spaces, organizing environments dedicated to training tracks, supplementary content, participant interaction, experience sharing, and access to relevant opportunities for the sector. It was also responsible for the pedagogical development of the courses, from defining learning journeys, themes, and modules to curating experts, developing itineraries, teaching materials, and formats that translate technical topics into more accessible, applicable content connected to the realities of businesses, destinations, public managers, and tourism professionals.

Beyond the educational dimension, LAJE designed the community logic of Desbrava, creating mechanisms to stimulate active participation, exchange between different profiles in the sector, and the collective construction of knowledge. The platform was conceived not only as an environment for consuming content, but as a meeting point for those who wish to better prepare themselves for the challenges of contemporary tourism and expand their presence in the international market. To enhance engagement, LAJE also developed gamification elements, with dynamics of progress, recognition, achievements, and incentives to continue the journey, making the experience more engaging and valuing the evolution of each participant along the paths. In this way, Desbrava functions as a training and relationship infrastructure, capable of strengthening skills, generating connections, and supporting the permanent transformation of Brazilian tourism.