Hello, I’m Serena 👋

I’m a multidisciplinary designer based in California. My experience in the lifestyle and decor space has sharpened my eye for the little things, but my real focus is helping brands in any industry find their visual voice.

The Fireclay Years
My career really took shape during an eleven-year run at Fireclay Tile. I worked my way up from a designer to a manager role, helping build the brand’s identity from the ground up. In the early days, that meant a lot of hands-on work with printing, layouts, and physical spaces.

More recently, I moved that focus to the screen, heading up the design for our website and digital tools. My long tenure at Fireclay gave me a front-row seat to how a brand evolves, and it taught me how to bridge the gap between a physical product and a digital experience.

My Toolkit
I like to work across the entire brand experience. That means I’m just as happy mapping out a digital prototype as I am creating environmental signage or a new logo system. From email marketing and paid ads to merch and presentation design, I focus on the research and logic that makes a design work. I’m also a big fan of building smart systems—creating the tools and guidelines that help a creative team stay in sync while they build something big.

Off the Clock
Outside of design, my focus usually shifts to my side hustle, Studio Seas Ceramics. I’ve been throwing pottery on the wheel since 2022, focusing on functional pieces meant for everyday use. It’s a different kind of problem-solving than building a website, but it comes from the same love for making things that work well and look beautiful.

If you need a break from reading resumes and feel like doing a little retail therapy, you can check out my ceramic creations here.

Let’s Work Together