Case study: Dracula Land

Brief

Dracula Land is a phygital narrative and economic platform, an ecosystem that transforms the cultural myth of Dracula into a living, participatory world across two dimensions:

• A real 160-hectare theme park in Romania.
• A fully developed metaverse, a digital twin of the physical park.

The mission of Dracula Land is to transform the Dracula myth into a global structure of culture, entertainment, and economy.

Codezilla is involved in the long-term development of the entire Dracula Land digital ecosystem, contributing in the first phase to the creation of the strategy, digital identity, and website that introduce the new Dracula Land universe to future entertainment consumers, both in the physical park and the metaverse, as well as to investors.

Objectives

• Create a narrative MVP designed to attract investors and early adopters.
• Build a modern, scalable, and extensible digital infrastructure.
• Develop a memorable and authentic visual identity.
• Support the project’s value proposition for global investors.
• Establish the foundations for the future pillars of the Dracula Land ecosystem.
• Launch a digital campaign focused on awareness and cultural loyalty.

Challenge

The challenge was to generate excitement around a universe that does not yet exist:

• Dracula Land is a “legend” still under construction.
• Before the physical park and metaverse appear, we must create desire within the community.

From a branding, UX/UI design, and software development perspective, the main challenge was to find the right creative direction, one that brings a classic concept like Dracula into a unified, memorable graphic universe that remains modern and appealing to multiple audience types (especially Gen Z and other digital natives).

Opportunity 

Romania has 3.4 million digital natives seeking authentic, culturally driven experiences.

The data confirmed that:

• The gaming market is valued at €317 million.
• 45% of players prefer narrative-based experiences.
• TikTok has the highest penetration rate in the EU (47%).
• Romanians consume horror content 3.8% above the EU average.
• The Dracula myth is global (Bram Stoker’s Dracula, Dracula Untold, Hotel Transylvania 3, the Hotel Transylvania franchise), but it has lost much of its connection to its Romanian roots, and this is precisely where Dracula Land comes in.

Strategic Perspective

Users seek meaning, belonging, rituals, and memory. Most use social media platforms to find communities, not content. People look for a cause, a story, a myth to join, not just another game.

From visual identity to communication and digital assets, including the website, Codezilla worked with Dracula Land to build a strategy centered on storytelling, immersion, and digital structures that can evolve organically alongside the project.

Codezilla Approach

Codezilla built a digital ecosystem that acts as a gateway into the Dracula myth: a narrative onboarding experience that validates the project’s vision before the park and metaverse come to life.

Our strategy focused on three main pillars:

• A cinematic landing page that transforms a visionary concept into a coherent, aspirational digital experience capable of generating trust, curiosity, and conversion.
• An interest and conversion funnel designed for two distinct audiences: the general public (community, early adopters, fans of the myth) and investors.
• The creation of a unified narrative universe and a scalable digital architecture:
  • Defining the narrative structure.
  • Transforming the myth into intuitive UX elements.
  • Coherent integration of all technological pillars (park, metaverse).
  • An authentic and timeless visual identity.

Process & Deliverables

1. Visual identity & Logo

• Complete logo strategy.
• Symbolic research for every element.
• The Dracula Land logo needed to be: modern, minimalist, a symbol of initiation and belonging, adaptable, authentic, and timeless.
• Logo: Designed as the first artifact of the Dracula Land universe, a symbol representing the legend. It combines the castle (the epicenter of the myth), the crown (power and cultural heritage), the mountain (Transylvanian roots), and the bat (a direct reference to the legend), resulting in a full, layered seal with visual authority and narrative depth.

2. Landing page

• We created a landing page aligned with the project’s narrative direction, an experience where each scroll reveals a new stage of the myth.
• A pre-launch landing page dedicated to investors.
• Mobile-first optimization.
• Wireframes and UX flows.

This represents only the first layer of the digital ecosystem that Codezilla will continue to develop together with Dracula Land in the coming years.

Results (MVP)

• A landing page with atmosphere and strong visual authority.
• Dual funnel: community + investors.
• A coherent and scalable narrative universe.
• Up to 999 early adopters in the first 60 days.
• Estimated average time on page: +2:40.
• Validated interest from investors.
• Creation of a genuine sense of belonging to a legend brought to life.