Hi, I’m Serra.
I’m an award-winning Creative Director and founder of Lumens Design, a boutique practice specializing in emotionally resonant, research-driven brand strategy and visual identity for nonprofits and purpose-led companies. With over two decades of multidisciplinary experience, Serra partners with founders, CEOs, and creative teams to translate complex goals into clear, compelling narratives and adaptable brand systems that build trust, deepen engagement, and drive measurable results.
A dedicated mentor and creative leader, I have served as a judge for the Online Design Awards, a mentor for AIGA NY, and VP of Web Design for The Side Show. I bring a strategic, storytelling-driven approach to every project, blending research, insight, and design craft to create meaningful impact for both emerging startups and established organizations.
I’m the co-creator and co-host of Gatsby Fridays, a multi-season podcast exploring design, arts, and culture, where I lead creative direction, messaging, and visual branding. The show has earned multiple international design awards for Brand Identity and Social Media Campaign.
Serra holds an MFA in Media Design from ArtCenter College of Design and a BA in Fine Arts & Communications from Tulane University.
My Approach
CREATIVE VISION
Evocative Beauty
Capturing the essence of a brand is the most beautiful challenge I’ll always be passionate about. Just like people have their own unique DNA that sets them apart, brands do too. I’m here to distill essence into design that says everything. With me, you’ll find design extends far past emotionally compelling visuals and a slick logo. It’s structure, it’s story mapping, it’s an entire world.
COMMUNITY
Belonging & Growth
Design is not a solo act. Ideas multiply when we share, so does creativity. We support each other as guides and as a company. This connection is key to how I keep developing my craft. I have learned from colleagues, mentors and mentees and I return the exchange just the same, as a mentor, a volunteer, a leader. When we connect, powerful things happen.
LEADERSHIP
Collaborative Synergy
Birds alter patterns mid-flight. Fish change directions in a heartbeat. Well-constructed teams do it naturally. I’m always in awe of any team working together as one organism, and I’m happy to say I’ve been able to build, inspire, and lead them. You can use words like synergy or collaboration all you want, but for me, leveraging what each individual brings to the table is ultimately an organic process. It’s one that’s specialized as well as about the big picture. It’s the definition of design.
DIVERSE BACKGROUND
Across Industries
Healthcare. Media. Fashion. Finance. For me, range is the ultimate flex. I’ve jumped into every opportunity I can, and I’ve designed for it all. When I challenge myself with a variety of categories, I see past the boundaries and my design strengths grow stronger. Let me help you find unity in bringing everything all together.