Yuen Yung Lee   Storytelling through expressive typography and visual vocabularies. Currently based in Hong Kong.

Serakai

A leader in placemaking:A cross-disciplinary approach to making vibrant and successful destinations. 







Naming
Creative Direction
Branding


Early in 2023, a capital and real estate company — then known as Seradac — needed support in coming up with a new name and identity that reflected its world-building goals as well as its optimism about the future. 

To answer this question, the result struck a visual balance between trusted elements of real estate world and the new age of placemaking. Working closely with Serakai, the new visual identity included: a custom logo and iconmark, color palette, photography direction, visual language and comprehensive set of brand guidelines.

At the core of the brand is a 10-sided polygon called the “Dyne”, representing the multi-faceted expertise that Serakai draws upon. The Dyne became the basis of a bold visual language for the brand, eventually using it as a foundation to create a shifting set of supportive elements such as icons, holding container and pattern.

This visual identity would lay the foundation for the website design that we later worked with Taipei-based Hyphen Works to execute. Serakai ("the worlds to be") presented a chance to create something that's rooted in the ideals of our present-day Earth but that also boldy looks upward and forward.

Created with Adam Studios









































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FULL PORTFOLIO & CV AVAILABLE UPON REQUEST© YUEN YUNG LEE 2023