Serina has been quietly but steadily focused on a next-generation drug-delivery platform for more than a decade, and as of this writing, is currently poised on final clinical trials.

Our efforts were to rapidly rebrand the company and bring their presentation up to date. As their breakthrough product is a chemical polymer, we created a brand mark that’s an abstract representation of energy released during chemical synthesis.

The brand color, canary yellow, is a tribute to founder Milton Harris’s love of birding. The name he gave the company is derived from the canary’s biological classification “Serinus.”

We felt like the reference to birding is appropriate; for what is birding if not the relentless pursuit of the exotic and rare?