Alberto Serna

Brand Management

Level: Mid Level
Location: London, United Kingdom
Availability: Locked Pro Plan feature
Professions: -

134 Connections

Projects

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Create new list with Beryl Short Films
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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 li...
Brand Management
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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 boar...
Brand Management
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Create new list with Beryl Website
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Beryl WebsiteFollowing Blaze renaming and rebranding to Beryl, we developed a brand new website in time for the new season. I was responsibl...
Brand Management
Product development & design
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Burner Film- Creative Direction: Alberto Serna Directed, filmed and edited by Owynne Dawkins & Mike Tamman Sound Design: Tom Joyce @SoundC...
Brand Management
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Create new list with Beryl Visual Identity
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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 B...
Brand Management
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Create new list with Pixel & Burner Brake
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Pixel & Burner BrakeOutdoor photo shoot for Beryl's new cycling lights, Pixel and Burner Brake. - Images by Liz Seabrook.
Brand Management
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Create new list with Movement Podcast
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Movement PodcastI conceived and launched Movement, Beryl’s urban cycling podcast. Its first season consisted of 11 episodes of which I was resp...
Brand Management
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Create new list with Autumn Tips
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Autumn TipsPhoto shoot and feature for the Autumn issue of Beryl's 'Tips' series, a quarterly blog section aimed to facilitate and encour...
Brand Management
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Create new list with Pixel Running
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Pixel RunningPhoto shoot for Beryl's new running light Pixel. Season 18/19. - Images by Liz Seabrook.
Brand Management
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Create new list with Blaze Identity
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Blaze IdentityAfter joining Blaze, I updated its positioning, personality and visual identity, now based upon the notion of progress, illumin...
Brand Management
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Create new list with Characters
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CharactersI created, produced and managed editorial-style interview series ‘City People’ and ‘Characters’, focused on life and cycling in...
Brand Management
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Create new list with Burner Packaging
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Burner PackagingUpon joining Blaze I redesigned the existing Laserlight flagship product packaging. The aim was to create a more coherent and p...
Brand Management
Graphic Designer
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Create new list with Birth School Metallica Death
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Birth School Metallica DeathBirth School Metallica Death narrates the epic and dramatic journey of Metallica, one of the biggest and most legendary bands o...
Brand Management
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Create new list with Vans 6616
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Vans 6616With their roots forever tied to the skateboarding culture as the first sneakers designed for skateboarders back in 1966, VANS...
Brand Management
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Create new list with Blaze Brand Collateral
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Blaze Brand CollateralDuring my time at urban cycling brand Blaze, I concepted, named, art directed and managed the creation and production of collat...
Brand Management
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Create new list with A Thousand Words
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A Thousand WordsIf an image is worth a thousand words, what happens to those who can't see those images? A Thousand Words (ATW) is a personal p...
Brand Management
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Last.fm's The Soundtrack of Your LifeMusic social network Last.fm has lost the popularity it once enjoyed among music fans. Between 2002 and 2009, it boasted 30 mil...
Brand Management

Projects credited in

About me

My name is Alberto. For the last four years, I was the brand and creative manager of the urban cycling and technology company Blaze, now known as Beryl. During my time with the team, I built their brand from a strategic, visual and creative angle. Before that, I worked as an advertising creative at agencies in London, including BBH, TBWA and Don’t Panic. I've always been interested in the visual and emotional side of brands, and in seeking opportunities to contribute to society in direct and meaningful ways. I am constantly looking to take part in fulfilling and rewarding projects alongside nice, like-minded people. Design, film, music and storytelling are fields I find particularly fascinating, as well as any other opportunities to contribute to the spread of culture and to create a better world. My experience encompasses brand, creative and content management.

Locked Pro Plan feature

Skills

Marketing and Advertising
Communication and Brand Strategy
Branding
Brand Creative Strategy
Art Direction
Content
Brand Identity
Creative Direction
Visual Identity
Visual Branding

People I’ve worked with

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Matt Willey
- Art Director / Graphic Designer
- The New York Times
Otegha Uwagba
- Founder of Women Who
- 4th Estate Books, Women Who, Freelance, VICE, AMV BBDO, AS&K Communications
Casey Bird
- Creative Lead / Refinery29 UK
- Refinery29, Freelance, Ogilvy
Jaki Jo Hannan
- Integrated Producer
- adam&eveDDB, AMV BBDO

Companies I’ve worked with

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$TBWA\London$
TBWA\London
- Advertising
Bartle Bogle Hegarty
- Advertising
Don't Panic LDN
- Advertising
Blaze
- Retail

Work history

2018

Brand & Creative Manager

Blaze

Mar 2015 - Dec 2018

London, United Kingdom
Full Time
• Defined and managed the strategy, positioning, visual identity and guardianship of the Blaze brand across all touchpoints ensuring a consistent experience • Managed the repositioning, renaming, communications and rebranding of Blaze as beryl. This encompassed new personality, visual identity, TOV, website, packaging and NPD support • Managed the planning, production and delivery of all branded assets and content (online and offline), liaising with freelancers, agencies and suppliers. Led the website and product packaging redesign from concept to completion ensuring business objectives were met • Guided and shared brand knowledge with the Blaze team, suppliers, creative teams and collaborators, and supported sales teams in key customer presentations

2015

Creative

Hometown London

Jul 2014 - Jan 2015

London, United Kingdom
Full Time
Developed advertising and branding campaigns as part of the creative department of start-up Hometown London. Contributed to winning new business for the agency. Clients included: Bupa, Rakuten, Cisco, Blinkbox Music and Powwownow.

2014

Creative

Bartle Bogle Hegarty

Mar 2014 - Jul 2014

London, United Kingdom
Internship
Joined BBH as part of their creative placement programme. Helped devise and develop international campaigns for clients such as Audi, British Airways, St John Ambulance, Barclays and MUBI.

2014

Creative

TBWA\London

Mar 2014 - Mar 2014

London, United Kingdom
Internship
Developed ideas and executions for clients such as Nissan and Four Seasons under the supervision of TBWA's senior creative teams and their ECD. Responsibilities ranged from brand strategic thinking and research to idea generation and art direction.

2014

Creative

Don't Panic LDN

Oct 2013 - Mar 2014

London, United Kingdom
Full Time
Conceptualised and implemented marketing communication campaigns for Bafta and Cannes Gold Lion-winning independent agency Don’t Panic. Services included marketing research, strategy, ideation, copywriting, art direction, client presentation, artist commission and agency communications management. Co-created some of the UK’s most popular Vines for Lionsgate and MTV. Other clients included Save The Children, Greenpeace, UNICEF, Channel 4 and Warner Bros.

Education

2012

International Marketing

University of Strathclyde

Sep 2011 - Nov 2012

Glasgow, United Kingdom
Specialities: brand management and strategy, marketing strategy, integrated marketing communications and consumer behaviour.

2010

Business Administration Management

University of Murcia

Sep 2005 - Jul 2010

Murcia, Spain
Focus on marketing strategy, consumer behaviour and advertising and brand communications.

Alberto Serna

Brand Management