Land – SALDIVAR BRAND DESIGN

PROJECT / 05 / 2015 / CDMX

LAND

NIGHT CLUB

A nightlife brand built for those who refuse to blend in.

CASE OF STUDY

ROLE

BRAND STRATEGY
NAMING
VISUAL IDENTITY
DIGITAL EXPERIENCE
SOCIAL MEDIA

FOCUS

STRATEGY
IDENTITY
EXPERIENCE
CULTURE

RADICAL SELF-EXPRESSION.

RESEARCH

PROBLEM

Nightlife brands often rely on familiar visual codes, making venues feel interchangeable. LAND needed to establish distinction.

OPPORTUNITY

Create a brand where self-expression becomes the experience turning unconventionality into a shared visual and cultural language.

SCROLL

00. BRANDING STRATEGY

A TERRITORY FOR THE UNCONVENTIONAL

LAND CLUB was conceived as more than a nightlife venue. The branding strategy positioned LAND as a distinct territory within Mexico City’s nightlife scene a place where conventional rules could be suspended and radical self-expression became the foundation of the experience.

The name evokes a sense of place beyond traditional boundaries, creating a narrative around freedom, originality, belonging and otherworldly experiences.

KEY IDEA
LAND AS A STATE OF EXPRESSION.

01. NAMING & VISUAL IDENTITY

FUNCTIONAL REBELLION

The identity translates LAND’s unconventional positioning into a visual system built around functional rebellion.

The custom logotype challenges conventional typography: the A becomes an upward-pointing arrow, symbolizing elevation beyond the ordinary, while the D transforms into a rotated smiley face a coded expression of euphoria and belonging.

The symbols are not added to the identity; they become part of the name itself.

02. ART DIRECTION

A SURREAL LANGUAGE FOR THE NIGHT

The identity expands into an experimental visual world shaped by surreal imagery, unconventional compositions and unexpected associations. Dark environments, dramatic lighting, altered perspectives and surreal scenarios create a universe that feels both familiar and otherworldly. The result is a visual attitude that remains dark, expressive, irreverent and unapologetically unconventional.

03. BRAND ECOSYSTEM

FROM IDENTITY TO EXPERIENCE

The LAND identity was designed to live beyond the logo, extending across digital, social and physical touchpoints. The ecosystem included digital experiences, social media, posters, merchandise, stationery and environmental applications, allowing the visual language to move naturally between communication, space and culture. Every touchpoint reinforces the same idea: LAND is not simply a place to go it is a territory to enter.

BRAND STRATEGY

VISUAL IDENTITY

DIGITAL EXPERIENCES

PRODUCT DESIGN

MOTION & CONTENT

INTELIGENT SYSTEMS

Designing stories since 2014

STRATEGY THAT SHAPES BRANDS AND EXPERIENCES.