Branding, 2021
Brand identity, strategy, messaging and digital design for a new space connecting LGBTQIA+ communities through curated experiences and real-time conversations.
Serif is a new space connecting LGBTQIA+ communities through curated experiences and real-time conversations. The platform offers a place where members can share and collaborate with other users across different industries and experiences, participate in online discussions and events, and build professional, personal and creative networks.
The vibrant visual language centers on a logo that transforms in fluid, expressive shapes to reflect the infinite identities within LGBTQIA+ communities.
The brand positioning and messaging highlight Serif as a place where members are welcome to bring their own diverse identities and create connections.
A black and white palette is the base for the identity, but at select moments, soft gradients can be applied to evoke subtle and fluid auras.
Serif’s organic typography is supplemented by the dot of the ‘i,’ a simple graphic device that has an irregular, unique shape and appears in countless permutations that represent the individual.
The identity serves as the framework for a brand architecture that can grow and evolve along with Serif as it introduces a variety of experiences and programming.
Project Team —
Emily Oberman, Mira Khandpur, Chad McCabe, Jase Hueser, Greg Morrison, Elizabeth McMann, Shivam Sinha, Beatriz Congar, Zoe Chrissos, Dianne Kim