SERENA IS A CALIFORNIA-BASED DESIGN DIRECTOR SPECIALIZING IN BRANDING, USER INTERFACE DESIGN, & E-COMMERCE VISUAL DESIGN STRATEGY.

CASE STUDIES

JOHNNY WAS

Gorgeous fabrics, unorthodox scrolling animations & a streamlined shopping experience are on full display in this fully responsive reimagining of the trendy fashion brand.

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HOONIGAN

Gripping videography is the star of this content-heavy redesign for the reigning kings of custom builds & burnouts.

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"There is no such thing as a boring project.

There are only boring executions."

~ Irene Etzkorn

NOTABLE BRANDS

RECENT AWARDS

WEBBYS

Car Site & Car Culture Honoree, 2020, Hoonigan

IMA (Interactive Media Awards)

Best in Class / Retail Category, 2017, Five Below
Best in Class / Teen Category, 2017, Five Below
Best in Class / E-Commerce Category, 2016, Robert Graham

Outstanding Achievement in E-Commerce, 2016, SOL
Best in Class / Retail Category, 2014, Robert Graham

INTERNET RETAILER EXCELLENCE AWARD

Web Redesign of the Year Finalist, 2017, Kate Somerville

w3 AWARDS

Gold Winner / Entertainment, 2019, Hoonigan

Silver Winner / Video/Motion Graphics, 2019, Hoonigan

Silver Winner / Visual Appeal Aesthetics, 2019, Hoonigan

Silver Winner / Branding, 2019, Hoonigan

Gold Winner / Fashion, 2018, Johnny Was

Silver Winner / Visual Appeal Experience, 2018, Johnny Was

Silver Winner / Fashion, 2018, Sole Society

ENDORSEMENTS

"Serena is an excellent communicator. She is calm, steady, professional and articulate. She responds to client emails quickly and manages client expectation appropriately. She also listens attentively to client feedback and addresses comments and concerns with the utmost of professionalism. She has impeccable client service skills and great presentation skills."

PEER REVIEW

GUIDANCE