Colors, typography, tagline, and messaging combine to tell Serge's story.
With the strategy, name, tagline, and architecture established, our creative team began working on visuals and messaging.
The color pallete showcases the brand attributes of grit, wonder, and joy. Dark brown and bright coral represent the grit of authenticity, brokenness, and sacrifice, as well as the vibrant joy of grace.
The Serge word-mark (a type-only logo) conveys the ‘messy-beautiful’ paradox of the brand attributes and the tangible touch Serge believes goes hand in hand with grace.
Drawing on the theme of authenticity, the messaging tone is warm and inviting. Stories are used to illustrate how God is working at the ‘fray’ of human weakness and His grace.