When NLand opened its gates, the park became the first inland surfing destination of its kind in North America. The surf park’s founders called on Pentagram to help name the park and to develop its identity, signage, way-finding program, and other branded elements.
Pentagram was challenged with naming and branding the first-of-its-kind enterprise, keeping in mind that if successful, the concept could expand to other landlocked destinations around the country. The founders understood that they weren’t just building a single inland surf destination in Austin, Texas, they were creating a whole new sport category. NLand’s ambitious vision is to become the U.S. leader in inland surfing including parks, events, competitions, and licensed products. With this in mind, the Pentagram team landed on the NLand moniker, a straightforward name that clearly communicates the new sport experience in a branded, own-able shorthand form.
With a modern, confident design language, Pentagram developed an extensive branding system which reflects NLand's tradition of innovation and sustainability.