Sereno
Imagining a better community.
Sereno had always led with mission and heart in the fiercely competitive Northern California real estate market. Having recently acquired a competitor and facing intense challenges from venture-backed companies, it was time to elevate the brand to the next level.
C R E D I T
Creative Agency: 1000watt | Creative Direction: Patrick Sanders | Design: India Myers | Writing: Jessica Swesey
Perspective & Vision
In a region and market defined by change, Sereno stood as a constant on the horizon line, offering a different perspective on what a real estate company could be. I worked with the creative director to build this notion into the very foundation of their new identity.
The horizon line built into the Sereno logo perfectly bisects the wordmark, helping to balance its asymmetry. It can extend infinitely to the right, reinforcing the idea of possibility and balance.
Nostalgia as a conceptual driver
The idea of nostalgia surfaced in our conversations with Sereno’s founders, who remained committed to a community-focused vision. We reflected this in both the copy and imagery.
A brand so deeply connected to the communities it served needed to reflect a sense of place in every detail. The color palette was drawn from the local Northern California landscape to reinforce this idea.
Photo Textures
One of the more unconventional and inspired elements of the identity system took shape around what we call Photographic Textures. As we considered the theme of nostalgia from our creative brief—and how we might bring imagery to life through this lens—we developed a custom effect that renders photography in the same way a slide projector would cast family photos on the walls of our childhood homes.
What we assert with this approach is that it isn’t the crisp fidelity of a high-resolution image or a perfectly calibrated color frequency that connects with our memories. Instead, it’s the emotional imprint those memories leave on us that occupies a special place in our minds and hearts.
Handcrafted elements
I personally created hand-painted elements, called contours, that served as abstract interpretations of the regional landscape. These motifs became an integral part of the visual system, appearing in everything from the company website to yard signs.
Taking the past into the future
Sereno’s old logo was a simple yet evocative illustration of a house that many in the company had a lasting connection to. We wanted to honor this original mark, so I reimagined it as an “Heirloom” — a symbol of pride within the company.
As we considered how to bring the brand to life through apparel, we imagined how someone might wear the brand. We established a brand vibe that feels relaxed and at home within the beachside communities it inhabits and serves.
1% For Good
Since its founding, Sereno has committed a portion of its profits to investing in the communities it serves. In recognition of this, I developed a new logo for their 1% for Good foundation to align with the new brand identity.
