We are our memory, we are that chimerical museum of shifting shapes.
Jorge Luis Borges
Happy 2026, and welcome to the January edition of our newsletter!
Each month we meet here to share the themes that have crossed our creative journey and are echoing out into the world. In this edition, you’ll dive into discussions about the lessons from "The Secret Agent" on translating local roots into global relevance; the "AI Slop" flooding the internet; Canva’s report on 2026 visual trends; predictions from various branding and design leaders; and a guide to ensuring relevance in the age of AI.
In the section Tátil around the World, we present our 2025 retrospective reel, a year full of achievements for us; the B3 case, where we updated the brand's brackets to synchronize with its momentum; our reasons to celebrate at BDA 2025; and the launch of Ekos Ryos Floresta.
Our goal is to stay true to our core principle of working WITH, not FOR. Feel free to share your suggestions, comment on our content, or interact with us by replying to this email.
Enjoy your reading!
Communication, Marketing, and Brand Team
Top 5 Tátil Curations
Origin as a Universal Asset
The Secret Agent just made history at the Golden Globes, but the victory goes beyond the trophy. In this feature, Wagner Moura dissects how the film transforms a local scar — the dictatorship — into a universal narrative. It validates a core belief of ours: global relevance doesn't come from diluting your culture to fit in, but from diving deep into your own identity to create something undeniably potent.
The Age of Synthetic Average
"Slop" defines the wave of AI-generated debris flooding the web—a recent study found that over 20% of videos shown to new YouTube users are now this type of content. It creates a friction-free, homogeneous layer where everything looks "correct" but feels empty. In this context, the value shifts from infinite scale to curated scarcity. The real differentiation lies in preserving the texture, the rough edges, and the human craft that algorithms are designed to smooth out.
The Return of the Imperfect
Canva’s 2026 trend report points to "Imperfect by Design" and "Texture Check"—a tactile response to the sterility of screens. The surge in low-fi aesthetics, manual collages, and "positive clutter" reflects a deep craving for tangibility. It is design reaffirming that the more digital our interactions become, the more we need visual codes that evoke touch, sensory depth, and organic imperfection.
Latin Maximalism as a Strategic Pulse
Projecting 2026 is about anticipating the pulse of branding. For Juliana Barreto, our Revenue Director and Strategic Leader, the future vibrates with Latin Maximalism. In her prediction for Transform Magazine, she explores how our region's energy and boldness move beyond aesthetics to become a necessary breath of optimism in contemporary semiotics. It is about injecting the power brands need to forge real connections in a muted world.
Brand Building in the AI Era
In the era of AI Search, the game changes from being "found" to being "chosen". Algorithms now optimize for direct answers, threatening to make traditional SEO obsolete. For brands, this shifts the focus back to distinctiveness and mental availability. We must build narratives strong enough to survive the AI filter—creating meaning that algorithms can't summarize, but must acknowledge as the definitive source.
Tátil around the world
Our Time Machine
2025 was a year of major movements! We grew +25%, launched over a hundred national and global projects, welcomed 8 new partners, and now have teams spread across 18 cities worldwide. 2026 arrives with the intention of being the best year in our history — no spoilers — full of news, major projects, and a commitment to reinforce our purpose of valuing collective action, combining innovation with the creative force that only real encounters can provide. To our team, our eternal thanks for building this story with us for another year. We move forward together!
B3
The B3 identity evolves from a system designed to contain meaning into a language capable of amplifying those meanings, one that can adapt, interpret, and reflect the multiple forces moving Brazil today. In this evolution, the brackets become living structures, translating the diversity of different sectors, territories, and stories that shape the country. With a unified strategy and narrative, proprietary typography, and expressive tools that empower how the brand speaks and shows itself, we open space for an expression that breathes the nation and responds to the movement of the stories flowing through B3.
BDA 2025
At the 2025 Brazilian Design Award, our presence had a dual purpose. We celebrated the power of our historic partnership with Natura, taking home Silver and Bronze for the sensory innovation of Aura Alba, the typographic craft of Ekos Ryos, and the strategic evolution of Ekos. But we believe Brazilian design must be plural. That is why we transformed part of our entry fees into presence, supporting awarded students to attend the ceremony. For us, taking the podium only makes sense if we are also opening space for the talent that follows.
25 Years of Ekos!
To celebrate 25 years of Ekos in the Amazon, we created a visual language that translates the living scents of the forest into two launches: Ryo Floresta and the Natura Ekos Ryos perfumed soaps. In form, aroma, and texture, they reveal the power of the Amazonian rivers and their bioessences. A tribute that honors the forest and its deep time — taking the world of the forest to the world.
