How do people behave when they are in a party? That’s what I’ve tried to discover alongside BSUR in the concepting of The Year, a nigthclub in São Paulo, that was born concerned about giving its public the best night experience of the city.
BSUR’s methodology goes further than creating just a logo and some brand values. So we’ve built a brand to be and to behave. We created a story about the public’s interaction with the place, in order to teach The Year’s staff what-to-do in any giving situations, showing all possibilities offered in the memorable nightlife.
It’s a work of fiction, but it looks like it really happened.
See The Year’s full brandbook here.
M. Battistella 