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You must have heard of changing brands. But have you heard of collaborative brands? Bearing this idea in mind (needle, thread and paper in hands) we built a collaborative process with the NGO CETRA for the construction of the identity of the sustainable agro-ecological networks project called “Florestação”. We transformed a concept into an interactive dynamic where the brand’s purpose is experimented and where all people involved are co-creators of a live and transforming identity. Building a brand strategy that would bring closer several institutions towards a main goal and that would inspire small farmer’s communities for cooperative work.