With only a description of the intended product development, historical photographs of the original designer, and the client’s chosen name 'Serrano 17,' we set out to modernize this brand by shaping its identity around a contemporary take on Spanish vernacular. This approach opened the door for vibrant, playful, and charismatic lifestyle narratives to come to life for men, women, and home.
To address the challenge of modernizing the 'Serrano 17' brand, we began by interpreting the provided elements—product descriptions, historical designer photographs, and the brand name—through a contemporary lens. We crafted a new brand identity that reimagined Spanish vernacular in a modern context, infusing it with vibrant, playful, and charismatic elements. This approach not only aligned the brand with 21st-century aesthetics but also created a compelling narrative that resonated with both men and women. By integrating these dynamic lifestyle stories, we brought 'Serrano 17' to life in a way that felt both fresh and authentically connected to its heritage.
Brand, Video, Art Direction, Print
I collaborated with an external design agency to develop the brand positioning.
Took on the role of designing, laying out, and sequencing all communication materials.
Developed the creative strategy.
I designed the logotype, made careful font selections, and chose the appropriate photographic elements.
To enhance visual storytelling, I created photo composites and storyboarded the video. Finally, I directed the video production to ensure it effectively conveyed the brand's vision and message.
David is a gifted designer and creative strategist. He excels at finding creative solutions to strategic branding challenges, consistently designing on-strategy solutions that advance the brand. David also expertly incorporates client input, refining designs to exceed expectations.
