Serin Therapeutics Brand Identity

This is a brand identity exploration I created for a fictional mental health provider. The concept imagines a future where psychoactive compounds like ketamine, psilocybin, and MDMA are synthesized and used to treat mental illness in a clinical setting. The challenge was creating a brand identity that communicated safety and authority, eschewing any of the traditional imagery associated with “psychedelic” drugs that mar their reputation as useful tools for treatment.

In the below presentation I start with the necessary historical context, establish the problem, and lay out the solution. The brand identity consists of a wordmark, a logomark, a typography system, and a pattern system. I then created—in order to show the strength of the brand in context—the labels for the medication bottles and concepts for the brand’s marketing, using photography by Iris Humm and Olya Oleinic.