The Making of Lucerrá

Painting Reality from the Void

When you look at today's internet, there's a certain type of burnout associated with the experience. You launch your web browser and are immediately overwhelmed by a sea of grid-based designs, pre-made template solutions and the ultra-smooth user experiences all designed to guide you toward clicking on a "convert" button. All of these elements have one thing in common: they are boring and leave no impression. For many years, as a design team working under the banner of Visual Identity, we experienced this feeling.However, creating Lucerrá was not simply about rebranding our company. Creating Lucerrá was an attempt to clear the slate and explore what would happen if we ceased designing for the algorithms and instead created something from nothing and that is exactly where we arrived today.

The Threshhold

We had an anchor, not a wireframe. That anchor was the idea of complete opposite contrast. Throughout our design process, we referenced the quiet equilibrium of the Pisces yin/yang, the two sides of a gemini moon, and the hum of the Punarvasu constellation. When a user arrives at lucerra.co there will be no polite greeting. Instead, there will be a dense, unchanging blackness.
Mooders (https://mooders.net/) created the music to create that very moment of tension. It's a heavy-handed, persistent ambient tone that makes you stop and listen to the stillness until the "L" monolith breaks through the darkness. Our goal was to make users experience the website as if they were walking into a physical space rather than just looking at a web page.