Melanin Serendip & Co.
Melanin Serendip & Co. - Tasha West
Startup Business - Talent Agency
Brand Identity
Design Consultant
Brief
Tasha West, the founder of Melanin Serendip & Co., asked me to create a new brand identity. This original brand will home unique black creatives, looking to expand their opportunities within the creative fields. The challenge was to illustrate serendipity in the brand’s identity and how it will communicate effectively with clients and talents.
Idea
We brought up bringing the shapes through the ideas of serendipity and established a logo that would be effective in the naming and recognition of the black-art communities' businesses.
Serendipity can happen usually by chance. So, with the simple understanding of it, I created visual systems with the shapes within the old logo and number them by the different shapes. Then, I predicted the next three numbers, 212!
Typography & Colour
In my experience before, this logo mark also had several different typefaces that weren’t cohesive. One of the objectives was to keep the logo consistent but feel a bit modern, excluding using other typefaces (i.e., Helvetica).
As for the colour scheme, I felt that the colours needed a variety to grab attention and create a premium, positive feeling within the business. These colours can be a great contrast between the primary colours to the tint colours.
Web Design & Events
After establishing the logo, I considered making visual elements for Melanin Serendip & Co. for social media platforms, print, and clothing products.
Results
By removing the clutter and simplifying the logo to the true essence of serendipity through a chance visual system, I can offer clients something with their visual language yet attract the creative and clients. With strategy marketing in place, this brand can change the idea of the word, Melanin.