Building brand equity from the ground up
Facebook connects friends. LinkedIn connects professionals. We worked with HSBC executives to create a new brand and platform, Serai, to connect companies of all sizes for global trade.
AnalogFolk guided Serai’s CEO through our ‘Folklore’ brand framework and series of workshops to define the brand, its origin, purpose, values, beliefs, mantra and audience before moving forward to establish the visual identity and tone of voice. We then took the brand personality into the experience - helping businesses to connect and trade together online.
Origin
How we came to be
Founded by a bank to create solutions beyond banking
Tension
The conflict we resolve
Many businesses know they are missing out on global opportunities, but don't know how or can't afford to access them
Conviction
What we believe
Businesses of all sizes have (un-realized) value to add to the global economyHow we came to be
Founded by a bank to create solutions beyond banking
Purpose
Why we exist
Simplify trade to release business potential
Origin
How we came to be
Founded by a bank to create solutions beyond banking
Citizens
Who we resonate with
Growth seekers
Mantra
How we came to be
Customer growth first
Branding
Primary version
Our Masterbrand logo prioritises the Serai symbol. The wordmark has been set in lowercase in New Hero, a geometric san serif that is a strong and confident signifier.
These two elements are combined in a fixed relationship to form our Masterbrand logo.
The Masterbrand is a two colour logo, with the Serai orange for the symbol and Serai payne’s grey for the wordform. This version is used on white and light backgrounds.
The Serai
The Serai is our most prominent visual asset. It is a symbol of our brand, designed to reflect our personality and to be filled with our values.
The inspiration
The Serai symbol is inspired by the footprint of a traditional caravanserai, where the towers also can be seen as nodes in a network.
To reflect our origin in Hong Kong and Chinese trade the shape of an ancient Chinese coin has been incorporated into the Serai centre, all with the goal of creating an abstract symbol with a story to tell.
