SERA Architects
A Humanizing Brand Evolution
As a rapidly growing firm, this Portland-based practice had outgrown its simple graphic standards, and needed a bold recharge to stand apart from a crowded field of more reserved competitors.
SERA’s creative ethos is based in designing for the human experience.
To elevate this people-first principle and underscore the personality of the firm, I art directed and reshot staff portraits in a candid and dynamic style with variable backgrounds.
SERA wanted to keep their iconic orange logo to maintain brand recognition locally. As part of expanded brand standards, I created a flexible and vibrant color palette to support the core orange tone and lay the foundation for a collection of redesigned collateral.
Finally, I designed a set of templates and infographic standards to improve visual cohesion of materials shared across the collective of studios that make up the firm.
The colorful brand refresh sets SERA apart from its competitors, unifies graphics for previously disparate studios, and breathes new life into a firm on the cutting edge of architecture.