Introduction
What was originally a production company evolved into a group with different businesses, all connected and pointing in the same direction: entertainment. Even though CB is nationally known for producing tours and festivals like Tardezinha (Thiaguinho), Numanice (Ludmilla), Camarote Allegria (Carnaval), Trapist (Trap Festival), Mil Sorrisos (New Year’s party), CB RUN (sporting event), and many others, the group goes beyond that. It owns a modern event space and four restaurants in Campinas, each with different concepts and occasions for consumption. Everything functions as a living ecosystem, with each brand generating experiences and intelligence that feed back into one another.

Challenge and Visual Strategy
Our main challenge was to develop an identity that systematically organized the group’s visual structure, even with companies positioned in different markets. For this, we adopted the hexagon as its visual DNA to represent its multifaceted role in entertainment, symbolizing its diversity and also paying homage to one of its most prominent brands, CB Produções. Every project produced by CB is a case in the entertainment market, and ‘case’ can also be translated as ‘box’, a box that transforms into a hexagon when we shine the light of creativity and innovation to promote unique and connected experiences.

An important design decision in the visual identity project was to select a modern sans-serif font, licensed by the Indonesian studio Power Type, as the main font of the brand’s typography, selected for use in highlights. But it is important to say that, even before defining the logo, supporting graphics, fonts, and all those elements that make up a visual ecosystem, we realized the need for a strong and flexible personality, due to the wide range of applications, from music festivals to sporting events.