The brand should visually create its own world, it should feel like an occult encounter, taking the observer on a visual trip to an otherworldly experience just as the experimental/dark electronica music of the label does. Between 4Chan, obscure message boards, and old web 1.0 forums, we found theories about reptile aliens (The Reptilians) living among us since ancient Egypt. We collected these texts, interviews, video snippets, symbols and fan fictions, and used them as the basis of the visual system.All across the identity, we used further abstract symbolism and visual clues to create an alternate universe, opening and creating a new, ongoing visual exploration into the unknown.