Baillat Studio brand identity for The Cortège is a case study in using pure typography to launch an immersive event campaign with no photography at all.

The brief that arrived at Montreal-based Baillat Studio contained a structural problem: build a complete visual campaign for a live ceremonial event with no photography, no footage, no concrete imagery from the show itself. The Cortège is a wordless outdoor procession unfolding at dusk across Los Angeles, drawing from medieval morality plays, pagan seasonal festivals, and shamanic trance. The experience frames itself as a festive funeral for a culture losing its shared rituals. Designers had to conjure atmosphere from scratch, with type as the only tool.

Graphic Designer Leon Lo describes the approach as working with duality and transcendence, evoking tradition inside a contemporary frame. The palette cycles between dark muted earth and bright vibrant moments, echoing transitional sky light and the land the procession crosses.

How Baillat Studio brand identity built ritual through type alone

Rector by Production Type handles all titling in capitals, its tall proportions lending classical authority while razor-sharp serifs provide contemporary edge. FT Kunst Grotesk by Formula Type carries supporting text, its modern structure holding historical echoes. A custom symbol system layers on top: some marks read immediately, others stay oblique. That opacity reinforces a sense of initiation mirroring the experience itself.

The campaign launched with no tangible assets from the show. Baillat built intrigue through abstract means, releasing concrete imagery only as it became available. Executive Director Isobel Macondray describes the brief as needing to signal sacredness while remaining open to all who feel called. That tension between enigmatic and accessible defines every decision in this Baillat Studio identity.