Gerando Falcões International (GFI) is a U.S.-registered nonprofit that raises funds for anti-poverty work in Brazil. The name is Portuguese for "Generating Falcons" — and the falcons are the children of Brazil's favelas. GFI supports a homegrown network of social development across the country, with a vision of bringing dignity to the millions living in the favelas and ending poverty and inequality at the root.

In 2026, GFI is running a year-long fundraising campaign around the world: three flagship benefit dinners in London, New York, and Miami, alongside dozens of smaller events spread across the U.S., Latin America, and Europe. We were invited to build a single visual system to carry the entire year — a language weighty enough for the flagship dinners, and flexible enough to stretch across more than a dozen cities.

The heart of the system came from GFI itself. Rather than start from scratch, we drew out the most moving element in the brand's existing logo: a falcon, wings spread. It's the literal source of the name, and it holds what GFI believes most deeply — hope, and the power to break free and fly upward. We believe a good symbol doesn't need to be replaced. It only needs to be set loose. So we let the bird actually fly.

In every key visual, the falcon isn't a static mark but a moment of takeoff. It begins as the small bird inside the GFI logo at the top of the frame, then grows as it travels down the page, sweeping past a giant "2026," until it opens into a full falcon at the bottom, wings spread wide. From fixed symbol to flight path, each poster is compressed into a single instant of lifting off — the movement of the falcon, and the moment of flight GFI wants to create for every child.

Color carries a second story. The three flagship dinners take deep tones — burgundy for London, chocolate brown for New York, navy for Miami. None of these were chosen at random; each is pulled from the primary color of the charity venue hosting that dinner, so the visuals are tied to the character of the space before you ever walk in. The smaller events, scattered across many cities, use a brighter, warmer palette — every color taken from real photographs of its city, the color of the place itself. Dark for the gravity of the flagship, warm for the intimacy of the local: one logic, two temperatures.

Around this system, we extended the design from key visuals into a full set of on-the-ground materials: event posters, on-site sponsor walls, event programs, and social media templates across multiple platforms. More than that, we organized everything into a reusable template system and handed it to the brand — so GFI can carry this visual language into every event of the year on its own.