Gandaya
SÃO PAULO / BRAZIL
Gen Z knows who speaks its language. And who is only imitating.
Gandaya is a ticket sales platform created in 2022, built to connect the people going out and to give organisers the tools to run their events. Its name comes from gandaia, the Brazilian word for a night out on the town. We created the brand identity. The audience was Gen Z, in a market already held by large, established platforms.
Speaking to Gen Z is the most requested brief on the market and the worst resolved. The risk was not looking too serious, it was looking like an adult doing an impression. The visual code had to come from inside the culture of people who go out at night, not from a trend report read from the outside.
The identity started from the codes this audience already recognises as its own. A brand that is informal, close, restless, and designed first for a phone screen, which is where the decision to go out actually happens.
The brand attributes set the tone: friendly, fun, and always reinventing the way we go out together.
In September 2025, Sympla, the largest ticket sales platform in Brazil, bought 100% of Gandaya. The company that dominated the market the brand was built against acquired Gandaya for the position it had won with Gen Z.
