Serenity

Brand Identity & Visual Systems | Design Guidelines & Brand Strategy

Serenity transforms industrial wind turbine waste into sustainable materials. To establish immediate credibility with investors and partners, I created their complete visual identity and built a practical brand guide to keep all future web and marketing assets unified.

Client

Serenity Sustainable Materials

Year

2025

Role

Editorial designer & art director

Summary

Help a clean-technology startup stand out to investors and business partners by building a polished visual identity and a clear set of brand guidelines from scratch.

The approach

Logo Design & Optical Balance

Crafted a clean logomark combining leaves, a recycling loop, and a wind turbine. Created distinct light and dark file versions so the logo never looks too heavy or too thin against different backgrounds

Color System & Readability

Built an earth-toned green palette inspired by clean energy and circular manufacturing, mapping out a direct contrast chart to make sure text is always accessible and easy to read.

Typography & Page Templates

Standardized the brand on DM Sans for a modern, approachable feel, designing a clean light layout for everyday brand messaging and a focused dark layout for highlighting technical data and research.

Usage Rules & Team Handoff

Wrote straightforward dos and don'ts, spacing guidelines, and iconography rules so external web developers and internal teams can produce new materials without diluting the brand

The outcome

Delivered an investor-ready brand presence that positions Serenity as a modern, trustworthy leader in sustainable materials. Handed off a comprehensive, easy-to-follow guide that removes guesswork for outside vendors, saving production time and keeping the brand unified across all touchpoints.

serenity

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Industry

Clean Energy