About me

My name is Alberto Serna. I am a London-based digital designer with a focus on branding and storytelling. My experience includes digital design, art direction and brand management.

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Projects

• 24

  Beryl Short FilmsI led the creation of all Beryl films. During season 1819, we launched a series of product videos to showcase a new range of lights on Beryl's online store while expressing the brand as modern and innovative.
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  Blaze Window and POSI oversaw the creative process and production of Blaze’s POS and window displays. For seasons 16-18, we devised a stompbox board concept using a small mirror to reflect the Laserlight onto stores’ ceilings or walls. The POS was also part of a window display where the laser projection shone onto the pavement in front of the store to draw the attention of passersby. The display was installed at tokyobike, Brompton and Temple Cycles London stores, as well as in Paris and Montreal during peak bike
• 1

  Beryl WebsiteFollowing Blaze renaming and rebranding to Beryl, we developed a brand new website in time for the new season. I was responsible for determining the site’s e-commerce and CMS platforms, its layout, content structure and visual style, as well as for producing and managing its graphic design, visual assets, copy and web development. The project involved close collaboration with other team departments, agencies and freelancers.
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  Burner Film- Creative Direction: Alberto Serna Directed, filmed and edited by Owynne Dawkins & Mike Tamman Sound Design: Tom Joyce @SoundCanvas Colour Grading: Edwin Ingram
• 2

  Beryl Visual IdentityIn early 2018 due to a trademark challenge Blaze renamed to Beryl. This was followed by a brand refresh based on the existing Blaze positioning and visual style. I co-managed the renaming process, and additionally led the rebranding from a strategic, creative and visual point of view, guiding and collaborating with internal teams and creative studios. The new brand identity was inspired by the new name - Beryl, a precious green gemstone. This opened up a world of visual possibilities making new
• 1

  Pixel & Burner BrakeOutdoor photo shoot for Beryl's new cycling lights, Pixel and Burner Brake. - Images by Liz Seabrook.

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Projects credited in

• 1

  Six Day FilmIn October 2016, twelve Blaze riders took part in Six Day London performing a unique Madison race at the Olympic velodrome. The show was beautifully captured and made into a film.
• Burner Film. S1718.With Blaze’s obsessive attention to detail, the Burner is painstakingly engineered to be one of the best bike back lights on the road. An M.O.D film for Blaze Directed, filmed and edited by Owynne Dawkins & Mike Tamman Sound Design: Tom Joyce @SoundCanvas Colour Grading: Edwin Ingram
• 1

  Blaze x tokyobike displayBlaze window display installation at tokyobike London. Featuring the Laserlight, Rear and Front Burner lights.
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  Ass SaversAutumn collaboration with Ass Savers to celebrate the rollout of Blaze Laserlights on London Santander Cycles bike share scheme. This limited edition Ass Saver features Blaze green signature colour and reflective mint ink to keep you dry and visible at night.
• JerseysTo celebrate Blaze's Six Day takeover at the London Olympic velodrome, we designed a series of six limited edition racing jerseys. It also happened to be the brand's first forray into clothing.
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  Drops Water Bottles

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Work history

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Digital DesignerKoto
Mar 2021London, United KingdomFreelance
Brand LeadBeryl
Mar 2015 - Dec 2018London, United KingdomFull Time

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Skills

• Marketing and Advertising
• Branding
• Art Direction
• Creative Direction
• Digital Design