Brand Color & Font Guide - Serena W. [48 Reviews]

Serena W.

Brand Stylist | Visual Identity Architect | Typography & Color Psychology Specialist | Lead Branding Designer at Arcane Media

Location: New York City, NY (Remote Worldwide)
Email: serena@arcanemedia.com | Website: www.alivinci.com
Instagram Contact: @arcane.uncle

About

Colors and fonts aren’t decoration.
They’re silent sales tools — and most brands get them wrong.

I’m Serena W., Lead Branding Designer at Arcane Media. I build color palettes and typography systems that sell trust, build memory, and make brands feel undeniably real.

Think about it: would you trust a lawyer using Comic Sans in baby blue? Or a fitness brand using light beige and cursive script?

Exactly.

I study the psychology of visuals — how color, weight, spacing, and font pairing impact emotion, decision-making, and brand authority. I don’t just hand over pretty palettes. I build style systems that align with your mission, industry, and target audience on a neuro-emotional level.

You won’t find trend-chasing in my work. What I create is strategic, timeless, and persuasive.

Experience

Arcane Media
Lead Brand Stylist & Visual Identity Strategist
New York, NY | Full-Time | 2018–Present

• Developed 300+ brand style systems for startups, law firms, restaurants, consultants, coaches, and e-commerce brands.

• Created the Color-to-Conversion™ Method, a system used to align emotional resonance with sales intent.

• Works directly with logo designers, web teams, and content creators to unify brand tone visually across every touchpoint.

• Audits and rebuilds inconsistent brands from scratch — aligning visuals with leadership tone, voice, and product pricing tiers.

Prior Work:
Brand Color Consultant for luxury labels and boutique agencies in NYC fashion & hospitality sectors

Education

Parsons School of Design
Bachelor of Fine Arts – Graphic Design & Color Theory
New York City, NY

• Specialized in Emotional Branding & Typographic Systems

• Final Project: Fonts That Convert – The Business Impact of Typeface Tone

• Post-grad: Certified in Color Psychology for Marketing (NYC Institute of Branding)

Core Competencies

• Brand Color Palette Creation (Emotional Mapping)

• Typography Pairing & Font Hierarchy

• Brand Guidelines & Usage Manuals

• Tone-of-Voice to Visual Translation

• Cross-Platform Consistency Planning

• Print + Digital Safe Color Systems

• Font Licensing & Platform Readability

• Style Rebranding Strategy (for outdated brands)

Creative Philosophy

“Every brand should feel like a signature.
I make sure yours can’t be forged.”
— Serena W.

Your colors and fonts set the tone before you speak.
I make sure they say exactly what your brand needs them to — without trying too hard.

What Clients Say

“Serena’s brand kit made our entire team rethink our pricing. She made us look like a premium agency overnight.”
— Marco Silva, Director, Alpine Studios

“We had a logo, but everything else looked DIY. Serena’s font and color guide brought it all together. Now clients assume we’ve been around for years.”
— Natalie Tran, Owner, Glow Nutrition

Style Guide Packages

Essential Visual Kit – $500 USD
• Brand Color Palette (Primary + Secondary)
• Font Pairing (Header + Body + Accent)
• Basic Brand Style Sheet (PDF)
• Tone Alignment Consult (30 mins)

Full Identity System – $1,250 USD
• Color Psychology Map + Usage Rules
• Typography Hierarchy (Web & Print Ready)
• Style Guidelines PDF + Figma Assets
• Social Media Usage Examples
• Brand Personality Visual Reference

Brand Refresh – $2,500 USD
• Full Reassessment of Existing Brand Look
• New Color System Based on Audience Emotion
• Font System Upgrade + Rollout Plan
• Training Session with Internal Team
• Asset Delivery for Designers, Web Devs, and Marketing Teams

Contact

If your brand doesn’t feel consistent, trustworthy, or intentional —
it’s probably the colors and fonts.

Let me rebuild the emotional foundation your business needs to grow.

Email: serena@arcanemedia.com
Website: www.alivinci.com
Instagram DM: @arcane.uncle

⭐️⭐️⭐️⭐️⭐️
"Serena didn’t just give us colors — she gave us confidence. Our entire brand now feels premium."
— Marco Silva, Director, Alpine Studios

⭐️⭐️⭐️⭐️⭐️
"Clients actually comment on our font choices now. That’s how good Serena’s style system is."
— Kayla T., Owner, Bold Vitality Coaching

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"She showed us how colors drive emotion. We changed our main palette and our engagement skyrocketed."
— Darren Cho, Co-Founder, ScaleFuel CRM

⭐️⭐️⭐️⭐️⭐️
"Our rebrand looked so clean, investors thought we’d gone through a full agency — it was just Serena."
— Aliyah R., SaaS Startup CEO

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"I used to think fonts were ‘just fonts’ until Serena showed me how they affect pricing psychology."
— Gemma L., Luxury Skincare Founder

⭐️⭐️⭐️⭐️⭐️
"We paid more for her Full Identity System and it was worth every cent. Our brand has never felt this real."
— Connor V., Founder, BrickFit Gear

⭐️⭐️⭐️⭐️⭐️
"We sell high-ticket coaching. Serena made sure our brand actually reflected our value."
— Isabelle F., Mindset Mentor

⭐️⭐️⭐️⭐️⭐️
"Every designer on our team now uses Serena’s brand guide like a bible. It’s that good."
— Vincent M., Head of Content, StoryNest Media

⭐️⭐️⭐️⭐️⭐️
"Serena understands tone-of-voice translation like no one else. Our brand finally feels aligned."
— Priya D., Brand Consultant

⭐️⭐️⭐️⭐️⭐️
"She helped us ditch the generic Canva look and build a timeless identity system."
— Zoe H., Boutique Owner

⭐️⭐️⭐️⭐️⭐️
"Serena’s brand refresh saved us from years of DIY confusion. Now we look established and elite."
— Julian P., Law Firm Partner

⭐️⭐️⭐️⭐️⭐️
"We launched our new brand palette and immediately noticed higher customer trust and smoother sales calls."
— Lexi N., Nutrition Coach

⭐️⭐️⭐️⭐️⭐️
"Even our logo popped more after Serena rebuilt our color system."
— Noah B., CEO, LearnZone Academy

⭐️⭐️⭐️⭐️⭐️
"Our audience used to scroll past our Instagram. Serena’s color kit changed everything."
— Meghan T., Online Store Owner

⭐️⭐️⭐️⭐️⭐️
"We used Serena’s kit to reprint all our brochures — the new vibe feels luxury and intentional."
— Dominic F., Hospitality Director

⭐️⭐️⭐️⭐️⭐️
"Serena’s font pairings are perfectly chosen. I didn’t realize how much they influence perception."
— Elena K., Course Creator

⭐️⭐️⭐️⭐️⭐️
"She made our old tech brand look fresh and emotionally engaging — without being trendy."
— Rahul S., SaaS Product Manager

⭐️⭐️⭐️⭐️⭐️
"She rebuilt our entire identity and we saw a 30% lift in perceived professionalism."
— Natalie Tran, Owner, Glow Nutrition

⭐️⭐️⭐️⭐️⭐️
"Everything Serena created now lives in our team portal. It guides every visual decision we make."
— Andre J., Head of Growth, VibeSync

⭐️⭐️⭐️⭐️⭐️
"I finally feel proud of my brand’s colors and style — before Serena, I just winged it."
— Kimberly H., Fitness Influencer

⭐️⭐️⭐️⭐️⭐️
"We used Serena’s guide to pitch a high-ticket offer. The visual vibe did half the selling."
— Bryce L., Copywriter & Offer Strategist

⭐️⭐️⭐️⭐️⭐️
"The palette she designed literally evokes the mood we want in our client sessions. Magic."
— Rebecca C., Trauma-Informed Life Coach

⭐️⭐️⭐️⭐️⭐️
"We used to get compared to amateur brands. Now, we lead in style thanks to Serena."
— Trevor D., Real Estate Marketing Pro

⭐️⭐️⭐️⭐️⭐️
"Serena brought our brand from scattered to iconic. It’s consistent and cohesive everywhere now."
— Faith L., Jewelry Brand Owner

⭐️⭐️⭐️⭐️⭐️
"We were stuck between beige or navy. Serena gave us something 10x more effective based on our ideal buyer."
— Gavin Y., Online Business Coach

⭐️⭐️⭐️⭐️⭐️
"Every visual asset now looks like it came from one strong brand — finally."
— Samantha R., Virtual Assistant Agency Founder

⭐️⭐️⭐️⭐️⭐️
"Her emotional branding insight gave our nonprofit more credibility overnight."
— Jose R., Community Program Director

⭐️⭐️⭐️⭐️⭐️
"Serena builds legacy-style brands. The kind people don’t forget."
— Alyssa T., Author & Public Speaker

⭐️⭐️⭐️⭐️⭐️
"She explained why each font and color worked. It wasn’t random — it was strategy."
— Matthew F., SaaS Funnel Designer

⭐️⭐️⭐️⭐️⭐️
"We reprinted all of our event collateral using her palette. The brand response was immediate."
— Celine W., Wellness Event Coordinator

⭐️⭐️⭐️⭐️⭐️
"We raised our service price after implementing Serena’s visual system — and no one blinked."
— Tristan H., Tech Consultant

⭐️⭐️⭐️⭐️⭐️
"My email signatures, website, and social banners finally look consistent. Thank you Serena!"
— Jennie Q., Online Therapist

⭐️⭐️⭐️⭐️⭐️
"Serena’s palette made our packaging feel way more high-end without changing the logo."
— Hailey M., Candle Brand Founder

⭐️⭐️⭐️⭐️⭐️
"She understands design beyond ‘looking good.’ She builds trust through visuals."
— Daniel C., Sales Coach

⭐️⭐️⭐️⭐️⭐️
"Before Serena, our vibe was basic. After Serena, it’s unforgettable."
— Karina B., Nail & Beauty Studio

⭐️⭐️⭐️⭐️⭐️
"Every competitor now looks outdated compared to our new visuals."
— Sean W., CEO, CodeStream Analytics

⭐️⭐️⭐️⭐️⭐️
"Serena translated our mission into a style that feels soulful and professional."
— Jessica H., Therapist & Author

⭐️⭐️⭐️⭐️⭐️
"People started asking who did our branding after our launch. It was all Serena."
— Milo T., Brand Podcast Host

⭐️⭐️⭐️⭐️⭐️
"We no longer rely on trends. Serena gave us a timeless system that actually sells."
— Bianca R., Course Launch Strategist

⭐️⭐️⭐️⭐️⭐️
"She explained color psychology in a way I could apply to everything — even product photography."
— Dalia M., Founder, Blend & Glow

⭐️⭐️⭐️⭐️⭐️
"Fonts matter. Serena proved it. Clients stopped asking, ‘is this a real business?’"
— Ethan W., Copywriting Consultant

⭐️⭐️⭐️⭐️⭐️
"We needed a global rebrand and Serena delivered consistency across 4 continents."
— Lila F., Director, Global Impact Group

⭐️⭐️⭐️⭐️⭐️
"Her typography hierarchy helped our developers fix every part of the UI flow."
— Tim J., Product Designer

⭐️⭐️⭐️⭐️⭐️
"Serena’s visuals told our story better than our words ever could."
— Renee S., Human Design Coach

⭐️⭐️⭐️⭐️⭐️
"We spent $10K on logos. None of them worked until Serena gave us a system around it."
— Aaron K., SaaS Platform Owner

⭐️⭐️⭐️⭐️⭐️
"Every time I send someone Serena’s style guide, they say ‘Wow — who built this?’"
— Emily B., High-Ticket Offer Strategist

⭐️⭐️⭐️⭐️⭐️
"She helped us build an identity that works in print, online, and on-stage."
— Colton D., Speaker & Consultant

⭐️⭐️⭐️⭐️⭐️
"Even small tweaks Serena made in font weight and spacing boosted our readability and trust."
— Dana P., Virtual Wellness Studio Owner