MAYHEM Ball — Developing a living identity system for a global tour

The MAYHEM Ball is Lady Gaga’s multi-act global tour. It moves between chaos and tenderness, blurring theatre, concert, and spectacle.

What we did

Brand Identity
OOH Campaign
Content Strategy
UX/UI
Merch Design
Animation
Illustration
Custom Font
3D Graphics
Creative Coding

Designing the MAYHEM Ball Universe

We created a unified design system for the MAYHEM Ball, merch collection, and digital interactions. The visual language blends gothic expression, hand-drawn imperfection, and operatic scale. Typography acts as voice, imagery as presence, and interaction as ritual. Each touchpoint carries the same emotional core while adapting to its medium—bold in posters, intimate in apparel, alive and shifting in the digital spaces. The aim was to build a world fans could step into and carry with them.

Branding the MAYHEM Ball

We designed the brand identity system for the MAYHEM Ball, rooted in the raw, gothic emotionality of the show. The primary wordmark and typographic system were drawn by hand, intentionally imperfect, echoing the fevered, human edge of the performance. Paired with stately roman letterforms, the typography bridges chaos and opera—reflecting both the stage’s theatrical grandeur and its intimate unraveling.

The tour admats carried this tension forward: bold, high-contrast Gaga imagery, sharpened silhouettes, and the signature claw strike that announced MAYHEM in every city around the world. A visual language built to feel loud, immediate, and unforgettable, designed to live on posters, streets, screens, and in the collective memory of fans.

Draw Your Merch Destiny

A digital reimagining of analog tarot, built directly into LadyGaga.com. Each card was hand-drawn from the MAYHEM Ball’s acts—every world translated into symbols, textures, and emotional cues. Fans drew three cards to reveal a lyric from the album, which also appeared on their matching merch.

The interface blends imperfect ink lines, shadowed paper texture, and animated card flips to keep the experience tactile and atmospheric. A playful ritual that turns story into fate—and fate into something you can wear.

From Stage to Streetwear

The MAYHEM merch collection was created in close collaboration with Lady Gaga—built from the inside of the music outward. Each piece starts with lyric fragments (including some unreleased), layered with the emotional imprint of the stage. Typography and graphics mirror the album’s vocal texture—rage, ache, desire, blackout, rebirth—capturing moments of transformation and tension. Silhouettes are relaxed and streetwear-driven, with a moody, defiant, and intimate visual tone. The designs hint at gothic romanticism and inner conflict—shadows of identity, fragments of the self, a quiet haunting that lingers like an afterimage.

This isn’t traditional “merch.” It’s meant to be worn as a signal—an artifact of belonging. Clothing that holds story, memory, and emotional weight. Grounded in Gaga’s world and connected to the community around her, this collection is powerful, personal, and built to be lived in.

Building a Shared Language Around the Tour

Our focus was on creating symbols that could travel with fans—across cities, screens, timelines, and daily life. The identity, merch, and digital moments were all built to feel discoverable: small clues, lyric fragments, textures, and gestures that connected back to the larger world of the tour. Rather than a single spectacle, the experience unfolded in layers, creating a sense of community through recognition. It gave fans a way to stay inside the world, even after the show ended.