LAND MOTO
Brand Strategy
Creative Direction
Identity
Web Design
Photography / Videography
Advertising / Raising
AN E-MOTORCYCLE FOR EVERYONE
Strategy, identity, video and photography art direction, Web, marketing, raising, and brand-building for a promising electric motorcycle with a modular power pack.
ID SYSTEM & STYLE GUIDE
A new technology calls for a simple ID system. From the company name, to the simple “Peak” mark, 3-tone colorway, to rich photography & videography, the LAND identity is understandable, aspirational, and attainable.
WEB DESIGN & DIRECTION
A clean, easy-to-browse website showcasing the bike’s looks, compact power train, and modular battery were must-haves for product launch.
The average MC rider isn’t enthralled with how electric vehicles work. They want to know what performance improvements they’re trading for the gas-powered experience. In the MC world, speed is king, freedom is a way of life, and being an environmentalist is a pleasant byproduct.
DISTRIBUTED POWER
Electric mobility and in-house production are at the core of Land’s philosophy. The key differentiator here is the power module. CORE batteries are ideal for portability: compact, powerful, lightweight, and intelligent. Connect to LAND IOT software and create your own Microgrid: run your bike, or your workstation…off-grid.
ART DIRECTION
LAND is about freedom, speed, and untethering from the grid. The bike and power system is pointed at adventurers and commuters who embrace life on two-wheels, but its also pointed at new riders who want to squeeze more out of the technology. This is a story told through emotion, and data.
UNTETHERED
LAND was founded on the principal that energy continuity and mobility are essential to modern life.
LAND offers more than a motorcycle product, but an energy ecosystem, based around an evolutionary "hot swap" power platform: CORE.
The CORE powers devices from anywhere, allowing customers to "untether" from the traditional power grid, and create their own.
TRIBES OVER THINGS
Branding Mobility is one of my core competencies, but EV’s pose a unique challenge — a balancing act between functional and emotional value propositions. When I began consulting with LAND's founder, the company had a cool platform, but no brand, and no go-to-market strategy.
Even in the compelling EV space, the reality is that people don't need more “stuff”. They don't need more cars or bikes — even good-looking ones. They want to join tribes that welcome them, and give them a say. They seek brands that answer the question: "How will this experience change me?
With systems design and art direction in place, answering this question was a key contribution to LAND and its tech platform, CORE — an idea that promises to unplug people from the grid, expand their mobility, self-reliance, and engage their rebellious spirit in a new way.