UAIUAI is an experience production company based in Brasília, DF. Conceived by Guilherme Pena Costa, its goal is to connect people through gatherings related to music, gastronomy, cinema, and art-related events in general.

The brand was developed as a tribute to the medium, to the manual process—in this case, to paper. Its logo was handcrafted using scalpel cuts and tears, forming the word "UAIUAI." The aim was to start as simply as possible: a hand-cut rectangle, gradually sculpted into letterforms. The colors were chosen based on the cardstock available at the local stationery store "Só Papéis," run by Marcos, a local stationery expert who has been working in Brasília for 20 years. The brand’s textures reflect the handcrafted nature of the project, featuring graininess, irregularities, and organically cut edges that contribute to its tactile feel. Even its lines are not completely straight, alluding to the imperfect cut of a scalpel.

For typography, two type families from the same foundry were used: ABC Walter and ABC Synt, both from ABC Dinamo, creating visual unity with interesting contrasts.

Finally, in its compositions, simplicity in organizing elements was prioritized, balancing complex backgrounds with clear, straightforward information hierarchies. All these elements position the brand within a new market in Brasília, standing as a form of resistance in a city that, on a daily basis, silences its art through police repression and noise regulations.