Visual Identity was not a name I intended to leave behind. It carried the beginning of my work the experiments, the recognition, the failures, the long nights, and the quiet belief that the web could become more than a place for information. The thought of changing it began in a recent conversation with one of my client turned friend, he mentioned the name no longer reflected what the studio had become, I resisted that at first. Why? because some names become attached to the years they helped you survive. But the more I sat with it, the more obvious it became. We had started thinking and working in terms of perception, with atmosphere, with motion, story, technology, and memory. Lucerrá is the name for that wider pursuit. Digital experiences, directed like cinema.