Serenade
Serenade creates intimate experiences that bring together carefully curated dinners and live music. I was asked to develop a system of illustrations that could support their brand, website, and rotating menus while capturing the warmth and energy of gathering around food and sound.
Designer: Illustration
My Role
CD: Josh Shields
AD: Jessica Lyons
Credits
I designed a modular illustration system organized into four categories: Drinks, Music, Grains, and Fruits and Vegetables. Individually, the illustrations highlight key elements of the Serenade experience. When combined, they form a dynamic, randomized pattern that reflects how food, music, and people come together to create a lively atmosphere.
To support Serenade’s seasonal programming, I built flexibility directly into the system. I organized the illustration layers in Photoshop with preset color options, allowing the client to easily update palettes for seasonal menus without needing additional design support.
The illustration system gave Serenade a distinctive visual language that could adapt across digital and print touchpoints while remaining cohesive. The flexible setup empowered the client to refresh menus and materials seasonally, ensuring the brand stays dynamic and aligned with the experience they create for their guests.
