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.

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.

The MAYHEM merch collection was created in close collaboration with Lady Gaga, built from 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.

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.