Baile Clube started as a Thursday party in a Bixiga basement and grew into the night every São Paulo promoter copies. The brand still looked like the basement.

The brief

Build an identity loud enough for a sound system and simple enough for a promoter to make a poster at 2am.

What we made

A chunky wordmark that stretches with the bass, a poster system with four grids and twelve colourways, and motion loops for every screen in the club.

What happened

The first season sold out three weeks early. The posters ended up on more bedroom walls than lamp posts.