São Paulo is a city built on reinvention, where industrial heritage meets cultural experimentation and where each neighborhood carries its own rhythm. In this landscape, PCKLPARK was imagined not simply as a sports facility, but as an urban gesture. A place where sport, gastronomy, and culture converge into a new kind of city experience.

The project began with a name. The name PCKLPARK was the product of deliberate exploration, a synthesis of research, language, and cultural cues. It is short, sharp, and memorable, distilling the essence of pickleball into a form that feels instantly urban and contemporary. Its clipped rhythm carries the raw energy of the sport while echoing the bold signage of the city. From the very beginning, we wanted this brand to move beyond a single sport. It had to embody a lifestyle, with a name designed to stand out, travel easily, and feel at home both in São Paulo and on the global stage.

The visual identity carries that ambition with confidence. Typography is bold and condensed, a reflection of São Paulo’s industrial signage and architectural density. The logo reads with instant rhythm, as if it had always existed on the walls of the city. A black and white palette grounds the system in clarity and contrast, balancing functionality with a retro-futuristic edge. Around it, halftone textures, geometric repetitions, and stylized spheres transform the sport’s iconography into something more symbolic, almost artistic. The result is an aesthetic that feels both contemporary and timeless, rooted in street culture yet elevated into a global visual language.

Every detail was designed to feel tactile and real. Posters on rough paper, crumpled surfaces, bold prints on totes and apparel: the system thrives in the physical world, speaking with grit and authenticity. It does not feel overly polished, because the city itself is not polished. Instead it breathes with the same raw energy that defines the neighborhoods where it will live.

PCKLPARK emerges as more than a brand. It is a cultural anchor for São Paulo, transforming underused properties into vibrant destinations where people meet, taste, and play. It is sport as culture, design as community, identity as movement. And in that sense, it reflects not just the birth of a new facility, but the spirit of Unspecials: to create work that is bold, disruptive, and deeply connected to the life of the city.