Normal*Land: 2019–Current

Creative Direction, Art Direction, Branding, Poster Design, Typography, Campaigns, Photoshoots

Normal*Land is start-up fashion and creative entrepreneurial venture that explores experimental design aesthetics to celebrate the minutiae and banality of day-to-day of life. Through a chaotic and empathetic lens of fashion and photography, the brand narrative represents emotion, psyche and life in all its moments—from joyous moments, to dark and difficult times alike.

The brand style is one of flexibility and dynamism, which is suited to the cutting edge landscape of the fashion zeitgeist. Free from the typical rigidity of standard design practices, creating a space for energetic and emotive designs—while maintaining cohesion through chaos.

Poster Design Campaigns

Posters from the creative campaign that aims to take nostalgic feelings and slice-of-life moments and distort it into something chaotic, grainy, twisted, yet familiar. Beautiful and captivating in the combination of reality and obscurity. Subverting norms. Corrupted images, duplicates, tears and burns and smears, sepia and saturation; future meets past.

A distortion of memories.

Poster design for Normal*Land showcasing a distorted ferris wheel with custom blackletter typography.

Poster design for Normal*Land showcasing distorted photography of a woman with custom serif typography.

Poster design for Normal*Land showcasing distorted photography of a group of friends with custom retro typography.

Poster design for Normal*Land showcasing old polaroids with custom monospace pixelated typography.

Poster design for Normal*Land showcasing photography out of an airplane window with custom dotted typography.

Poster design for Normal*Land showcasing photography of a woman walking across the road with custom bold typography.

Poster design for Normal*Land showcasing gradient map of a woman's face with custom minimal typography.

Poster design for Normal*Land showcasing chrome gradient of a woman with custom serif typography.

Poster design for Normal*Land showcasing photography of a elderly man standing in the street with custom modern typography.

Poster design for Normal*Land showcasing chrome gradient map of a woman's face close up with custom fashion typography.

Poster design for Normal*Land showcasing photography of a man holding a baby with custom bold typography.

Poster design for Normal*Land showcasing photography of a woman holding a toddler with custom bold typography.

Poster design for Normal*Land showcasing retro photography of a woman in a wedding dress getting out of a car with custom repetitive block sans serif typography.

Photography

Film photography of a new romantics blonde woman.

Photography of a man with long hair photo-manipulated to create a kaleidoscope effect.

Photography of a man with a hazy glow and burnt film vignette.

Photography of a man wearing a fashion t-shirt crawling towards the camera.

Motion blur photography of a man at night.

Photography of a man wearing a fashion t-shirt with direct spot lighting.

Brand Patterns & Logo Treatments

Branding and logo design for Normal*Land, which is playful and dynamic in its use of colour, layout and pattern. The logo for the brand is a distortion of the asterisk, which itself denotes additional information, omission or a footnote. Relating to the narrative of the brand; that normal moments are not always what they seem.

Typography

Typography is flexible, playful and diverse. Each poster or image treatment has its own unique design which relates to the overall aesthetic. The variety in-and-of-itself denotes that chaos and disunity is unique to the brand identity; anything is a possibility within the stylistic vein that is Normal*Land. Each moment in life—good, bad and the in-between—is different and has its own feeling.

Lettering is hand drawn and digitised, or fonts are distorted and displaced in such a way that they take on a new quality.