Writer & Blogger / Identity Design
When Farah Serra, a talented Brazilian writer and author approached me to create an identity for her blog and web work, I was very excited. Farah is a close friend, and not only is she a good writer (as I discovered through 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 would depict her profession. For the look, feel, and communication strategy, she reposed her complete faith in my visualisation and creative process. Armed with such trust and freedom, I ventured into the world of writers, authors, and bloggers to understand their journey and recognise a style that would explore Farah’s true identity, along with finding a connect with her readers.
WATER LILLIES / Monet
Farah’s work ranges from writing expert columns in business magazines, about the tourism & hotel industry, social causes, to blogging about her travel escapades, and to sharing personal life experiences. Such a dynamic range required something that would stand true to her personality, the causes she believes in, and most importantly her unique writing style.
That meant I needed to read up on her work. Farah being a Portuguese writer, understanding the language and its connotations was the principle challenge in front of me. And I must say I was rather impressed by her writing and style of expression which was so conversational and engaging, that I decided to base the identity on these very adjectives. Happily, she agreed to it, and thus began our journey.
I created a number of concepts over time as we went back-n-forth to land on the final chosen idea. A peacock feather was the ancient writing quill, and the colors and dynamism it represents completely synthesized with Farah’s personality and her writing style.
It is a delight to see how the branding has been adopted on her website, the stationery material, and the monogram in her personal photographs.