Farah Serra
Author & Blogger
When Farah Serra, a talented Brazilian writer and author, approached me to design an identity for her blog and web work, I was very excited. Farah is a close friend, and she is not only a good writer (as I found out on this journey), but also a dynamic yet sensitive person.
In the design brief, she was keen on 3 elements: her full name “Farah Serra”, her credentials and preferably an element that represents her profession. For the visual identity and communication strategy, she reposed her full trust in my visualisation and creative process. With this trust and freedom, I ventured into the world of writers, authors and bloggers to understand her journey and find a style that explored Farah’s true identity while connecting with her readers.
WATER LILLIES / Monet
Farah’s work ranges from writing expert columns in business magazines, the tourism and hospitality industry and social causes to blogging about her travel escapades, and sharing personal life experiences. This dynamic range required something that would stand true to her personality, the causes she believes in and, above all, her unique writing style.
This necessitated my immersion into her body of work. Being a Portuguese writer, grappling with the nuances of her language presented the primary hurdle. Yet, upon delving into her prose, I found myself astounded by the conversational and captivating nature of her expression. It was this very essence that I resolved to embody in our branding journey. Fortunately, Farah shared my sentiment, thus initiating our collaborative voyage.
Through iterative brainstorming sessions, we explored various concepts, refining them until we arrived at our definitive vision. The imagery of a peacock feather, with its intricate beauty and vibrant hues, emerged as the perfect metaphor for Farah’s persona and literary style.
Witnessing the seamless integration of our branding across her digital platform, stationery, and promotional materials has been immensely gratifying.
