Three Voices
The Type System
The Shout
Baikal
Heavy weight, condensed or normal width. Mastheads and titles only. This is the brand's presence — loud, immediate, unapologetic.
The Narrative
Baikal
Normal width, medium to light weight. Body copy and descriptions. Always clustered, never evenly distributed. Smaller text gets slightly heavier.
The Facts
DM Mono
Always smaller than body copy by roughly half. Contextual labels, dates, coordinates, section markers. The brand voice is Baikal — facts are DM Mono.
Composition — 4:1 Ratio
Title to body size at 4:1. Bold title, medium/book weight body. Body copy clusters tight to the title or pulls far away — never evenly spaced. Metadata is scattered as contextual anchors.
4:1 — Tight Cluster
Concept
to Launch
to Launch
A full-service visual studio built for entertainment marketing. Ten departments, two studios, one obsession.
4:1 — Strain
Join
Create
Create
Artists, designers, and producers building campaign content for film, series, games, and global brands.
Composition — 5:1 Ratio
At 5:1, the title is larger and the body copy gets heavier (medium to bold, never exceeding bold) to compensate for the increased size gap. The weight replaces the reduced impact of the smaller body size.
5:1 — Tight Cluster
Beyond
Making work that stops the scroll and fills the screen. From key art to full broadcast packages.
5:1 — Strain
Create
We design and produce campaign content for the modern entertainment landscape.
Width Axis
Condensed and Normal are the primary widths. Expanded is reserved for rare, deliberate use and is limited to one instance per layout. If the page title is set in Expanded, nothing else on that page should be. If the Create wordmark appears on the layout, avoid Expanded entirely — the wordmark itself is the wide element.
Create Advertising
Create Advertising
Create Advertising
DM Mono — The Facts
DM Mono is the metadata voice. It carries contextual clues — section markers, dates, labels, coordinates, stats. Always smaller than body copy by roughly half. Never used for body copy unless the content is strongly informational.
Weight Reference
The craft behind the frame
The craft behind the frame
The craft behind the frame
The craft behind the frame
The craft behind the frame
The craft behind the frame
Rules
Title
Body copy clustered tight to the title above.
Cluster body copy close to titles
Title
Or pull it far away to create strain.
Or create deliberate tension with distance
Title
Body copy evenly spaced across the layout.
Metadata
Don't distribute elements evenly
DM Mono used as body copy for a full paragraph of descriptive text that should be set in Baikal instead.
Don't use DM Mono for body copy
Tight Lines
Body copy at line-height 1. Dense and intentional.
Use line-height: 1 — keep text dense
Loose Lines
Body copy with excessive line-height. Creates even, airy spacing that fights the structured density we want.
Don't use loose line-height — it creates even flow
Downloads
Baikal — Variable Font
Baikal Variable (VAR-VF.woff2)
Baikal — Static Weights
DM Mono — Google Fonts
DM Mono on Google Fonts ↗