ALICE
CHARLIE
LIU

^{Art Director + Designer
leading visual storytelling and

product brand ecosystems for

tech, lifestyle, and fashion

clients.

︎︎︎ Info Info}

_{AIRBNB / 1}
_{NIKE / 2}
_{DISNEY / 3}
_{CHANEL / 4}
_{WATERWORKS / 5}
_{ILLUSTRATIONS / 6}
_{FOOTBALL FEVER /}7
_{I SAID GOODBYE TO ME / 8}

SERVE

SCOPE: Art Direction and Curation, Photo Direction, Brand Design

^{SERVE is a conceptual tennis brand service, specializing in court rentals in the 5 boroughs of New York City, offering private tennis lessons through third-party trainers. I created a brand identity, including a logo, digital and print advertisements, merchandise, and a website.}

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Brand Guidelines

The logo, a silhouetted "S," was created by removing two tennis balls with lines of motion to form the character. I wanted to make an amorphous, variable version to evoke a sense of movement in the logo's static state. In doing this, the logo encompasses the energy of the sport of tennis.