Brand Builder Naoma Serna-Zahn: In With The Nuevo

Meet Naoma Serna-Zahn — world traveler, visionary, disrupter and owner of the thriving branding and design firm Nuevo Studio. She approaches branding and design with the end in mind and guides her clients through a holistic process that is both fun and energizing, for results that can been seen all over town and throughout the country.

You take a unique approach to brand development — tell us about it.

Brand development is a problem to solve, not a thing to do. It has many pieces and can be very complex, depending on the size of the organization, problems it is facing and the target demographic. The Nuevo Studio method is about discovering “Why are we doing this now?” “How will this organization or company grow?” and “Who is this for?” We want to be partners for organizations in building something for now, but also something that they can grow into.

What has been one of your favorite projects and why?

My team and I loved designing the rebrand for the Asian District Cultural Association. It had several complexities that made the work interesting. We had to take into account “Who is this for?” and since the district represents over 20 countries, we had to examine how to create a visual identity that encompasses those 20 countries. Curiosity led us into researching symbolic meanings, understanding how the district even came to be, what issues this district was facing and why the rebrand was important.

One of the primary challenges they were facing, at the time, was engaging the younger Asian-American generations. They also had a goal of including, not alienating, the Oklahoma City community.

Through plenty of research and discussions we developed the symbol, defined the color palette and selected the right fonts to be paired with it all. Fun fact: Most of that visual identity was designed while I was in Thailand.

What makes people want to work with you and Nuevo Studio?

Being in business is a grind. Making this idea in your head into a reality is brutal work and doesn’t happen overnight, whatever social media may be lying to you about.

Business owners are typically caught in the logistics of running a business and putting out fires, and learning how to manage people. Nuevo Studio is a place for those people to come and have fun and remember why they started this thing in the first place.

We give you time and space to talk about your business, to think about it, envision the future of your company, and we help give that idea a face. Honestly, the way people light up when they see their business baby come to life and how cool it looks and aligns to their goals is what keeps us going .

You are an extensive traveler and have lived in three countries; how does your global perspective affect your work?

The more you see, learn and experience, the more you have to pull from to be creative and inspired.

I am a big believer that travel keeps you humble. It’s easy for our egos to grow and let them take over. Traveling reminds me that we are so small in comparison to the whole world. So, what’s important are your values and what you put energy into. For me, that’s helping people feel confident in their business and having the luxury to travel the world with my family.

Branding is a current buzz word that a lot of people know, but don’t understand what it truly means. Tell our readers what true branding is.

In most people’s minds, branding is a logo ... and, well, that can be part of it. But really, branding is the reputation your business has or the way it’s perceived by other people. It’s a feeling — it’s vague, it’s elusive.

Good news, there is something you can do to persuade people to feel a certain way about your business. But you have to start with strategy. We have to understand what the goal is, who we are even trying to persuade and appeal to. If you don’t have this, you are simply picking a logo and not being intentional in your sales and marketing efforts.

Most business owners pick out logos, images, colors, fonts, etc. that they like or they are drawn to or something similar to what their competitors have. This is wrong. While you should like your logo and visual identity, it’s not really about you and what you like. The visuals need to be aligned to your strategy.

Meaning, the people who you are wanting to do business with need to be enticed by your visuals and perceive them as valuable. In most situations, business owners are not their own target demographic, so them choosing what they like can actually hinder their business.

What are you most proud of in what you do?

Seeing people’s dreams come to life. When clients are so excited to show off their new brand identity and share it with their clients and their team, we can just feel the energy that has been poured back into their business. It makes us feel like the fairy godmother in Cinderella.

What are the things you do to grow professionally?

Invest in myself. I read a lot, I listen to many podcasts, I seek expert advice — and know that I don’t have it all figured out, and that that is OK. This period of my business, I know I need expert advice and accountability. As business owners we are the end of the line, so seeking that support of having people hold us accountable, in my opinion, is crucial to break through to the next step.

What is your favorite thing to do when you are not at work?

Travel. I am constantly planning the next adventure.

What is your favorite “luxiere” in life?

Morning coffee in my PJs with my son and husband watching “Bluey.” Plus, getting to build the life I want for myself and my family. •