Cerf

My client was looking to develop two different brands for her projects: an art studio to showcase her decorative pieces and a portfolio for her architectural projects. For me, the challenge was to create two brand identities that would differentiate from each other but remain connected.

I proposed consolidating both projects under a single, cohesive brand, "Cerf," with two sub-brands. This structure allowed me to unified the visual identity while giving each sub-brand its own tone and style. This approach strengthened the brand cohesion and streamlined communication across both business areas.

Problem Statement:

Project info

Brand strategy, Branding & Packaging

Tools used

Illustrator
Photoshop
InDesign

Year

2020

For each sub-brand, two primary shapes were chosen as the conceptual foundation. Cerf Architecture is represented by a solid, stable, and confident square, symbolizing strength and structure.

In contrast, Cerf Studio is represented by an organic, calm, and spiritual circle, reflecting creativity and fluidity. These shapes help visually distinguish the two sub-brands, while reinforcing the versatility of the overall brand.

Cerf Architecture

For the design process of Cerf Architecture, I focused on using square and rectangular guidelines to reinforce the brand's stable and confident personality. The clean, geometric shapes were carefully chosen to convey a sense of professionalism and reliability.

My goal was to create a visual identity that would not only look polished and modern but also position Cerf Architecture as a reputable and well-established studio in the industry.

Cerf Studio

For the design of Cerf Studio, I focused on using circular guide to embody the brand’s organic and creative spirit. I intentionally displayed the logo in an unconventional way to introduce a sense of dynamism and playfulness, aligning with the brand’s personality.

The circular elements add a feeling of flow and movement, helping to visually distinguish Cerf Studio from its more structured counterpart, Cerf Architecture, while still maintaining a cohesive overall brand identity. This approach allows Cerf Studio to appear approachable, imaginative, and versatile.