A creative director, consultant and brand builder with over 15 years’ experience working across beauty, culture and the digital space. She helps brands shape their visual identity and image strategy in ways that feel current, thoughtful and genuinely resonant.

Drawn to projects with emotional depth, unexpected ideas and people-led narratives, her work blends creative and art direction, storytelling and strategy – always grounded in a sharp eye for visuals.

She has extensive experience working across both cultural and commercial projects, and is currently reimagining legacy beauty brands within a modern incubator-style model, working closely with founders to craft distinct and future-facing brand worlds.

Alongside her consultancy work, Serena is the founder of bodycare brand Mount Sapo, launched in 2021. The brand is a creative exploration of how we can move out of our heads and back into our bodies—through noticing sensations, touch, and the quiet power of care.