The studio was invited to lead the creative direction and brandbook development for Allianz Parque, a landmark arena in São Paulo that has hosted global acts such as Beyoncé, Coldplay, Paul McCartney, and Taylor Swift. The project set out to translate the venue’s architectural boldness and cultural relevance into a refined, modern identity. Drawing inspiration from the arena’s monumental structure and its role in the city’s cultural life, the studio created a visual system rooted in typographic clarity, spatial rhythm, and editorial elegance.
The identity is built around a minimalist language—structured grids, neutral tones, and disciplined typography—that brings consistency across printed materials, signage, and digital platforms. Every element was designed to reflect Allianz Parque’s dual nature as both an entertainment powerhouse and a space for business and innovation. More than a visual update, the work positions Allianz Parque as a contemporary brand with global presence and lasting cultural impact.