Serendipity Girls is a women’s community based in Ticino, active for over ten years. Originally founded as a Facebook group, it evolved into a strong local network. After a decade of activity, the brand required a strategic and visual repositioning to modernize its identity and adapt to a more contemporary digital ecosystem.

To refresh the visual identity and support the reorganization of the brand’s digital presence.

The restructuring of the digital ecosystem was developed collaboratively within the team, aiming to create a more structured and cohesive presence across platforms.The updated system includes:
• Maintaining the Facebook profile
• An Instagram account designed as a visual showcase
• A TikTok profile focused on video content
• A centralized WhatsApp community organized by geographic areas (Lugano, Bellinzona,   Mendrisio, Locarno) and thematic interests (beauty, over 40, etc.)

My primary focus was the development of the new visual identity.

I was responsible for:
• Defining the color palette
• Establishing the typography system
• Redesigning the logo
• Creating a custom icon system to categorize the different chat groups

The goal was to build a contemporary and recognizable visual language, adaptable across all digital touchpoints.

In addition to developing the brand identity, I manage the creation of social media content.

For Instagram, I produce both photographic content and graphic/text-based posts, ensuring visual consistency with the established identity system. I design layouts, select and edit images, and adapt content to the specific formats of each platform.

I also oversee video production for social media, including filming and editing.

Additionally, I created a promotional launch video using After Effects, designed to communicate the brand’s evolution through motion design.

Starting from the keywords “femininity” and “fun”, I aimed to refresh the club’s image.

I chose a bold, playful font to convey energy and lightness. The colors are vibrant yet feminine, while the main logo combines pink and red, a classic combination popular among women.

The phrase “Club delle donne” was added to give a younger, more playful tone.

In addition to the main logo, I created regional logos, each tied to a specific color, strengthening the visual identity within the thematic chat groups.

I designed fun and easily recognizable icons, even at small sizes.To maintain visual consistency with the brand identity, I applied the same style as the logo, using the dual pink and red colors, outline, and a subtle drop shadow.

The goal was to convey freshness and recognizability, ensuring a coherent and engaging visual experience across all touchpoints.

For the social media section, follow Serendipity Girls on Instagram to see the posts I created, including video shooting and editing.