Sermise

This concept project for Sermise came from an unexpected place. I had a dream where I saw a word: Sermise. It was written in a cursive script but the letters were so blocky and illegible that the logo became an abstract form rather than a word mark. Somehow I knew that this logo belonged to a skincare brand that sold natural products, and I imagined the founder would be named Katy Sermise.

This project represents more than a brand identity to me. As "the creative" kid growing up I've always had ideas for large projects that I wanted to take on. I imagined designing beautiful things and filming massive movies. I'd eagerly pursue an idea but then I'd hit a wall. I would realize that a given project would take more than a day or more than a week, but several months. And with that realization, my enthusiasm died. I've built up a graveyard of creative projects that keeps growing and growing.

Deliverables

Identity

Logo & visual identity, icons & illustrations, patterns, social media templates, brand guidelines

Strategy

Discovery, positioning, creative direction

I wanted to see if I could create a skincare brand that focused on the story of the product and it's natural origins. Ingredients like beef tallow and castor oil go back hundreds of years, and so it felt appropriate for Sermise to use an older, vintage look. Dirt, lens scratches, and film grain pepper the identity with texture and realism. If the ingredients are real, then this brand should feel real.

Strategic Direction

Look description

Earthen Heritage

One of the steps of my process is to identify a word or two that encapsulate the feeling of the brand. "Earthen Heritage" speaks to the ingredients' natural origins and history. This feeling is reflected in the brand across its various visual elements.

I had the dream for this project back in June of 2026 and like all my other projects, I raced forward anticipating the result. The realization came as usual: this would take much longer than I expected. However this time I decided to do something different. I told myself that no matter how bored I got or how repetitive it became, I would complete this project. I needed to prove to myself that I wasn't the type of person to abandon large projects.