MyServe

MyServe is a sub-brand under the DMI umbrella that I co-developed to support two distinct audiences: Federal and Commercial. Because each audience required a different tone and visual approach, it was essential to create two clearly differentiated brands while maintaining alignment with the overarching DMI identity. I was responsible for developing the Commercial MyServe brand.

The client brief called for a bold, edgy, slightly punk aesthetic—intentionally distinct from the more corporate Federal brand—while still visually tying back to DMI. The primary challenge was balancing differentiation and cohesion, ensuring the brand felt expressive and modern without losing its connection to the parent company.

This page highlights the Commercial MyServe brand I created, featuring LinkedIn social graphics designed for both the launch and ongoing promotion of the MyServe LinkedIn presence. An additional requirement was that all social assets be uniquely designed with no reusable templates, requiring each piece to stand on its own while adhering to a cohesive brand system. Along with a defined set of brand guidelines, social content served as the primary touchpoint for establishing and growing this new brand presence.