hello, very pleased to meet you.
I’m Serena, and I design clear, human-centred digital experiences, with a focus on UI/UX Design and UI/UX Writing.
I’m currently finishing a degree in Communication & Digital Product Design while working on web and digital projects. I feel most at home in thoughtful, collaborative environments where design is used to communicate clearly, spark connections, and start conversations — ideally in ways that are more comfortable than the way I usually sit while working.
I’m currently finishing a degree in Communication & Digital Product Design while working on web and digital projects. I feel most at home in thoughtful, collaborative environments where design is used to communicate clearly, spark connections, and start conversations — ideally in ways that are more comfortable than the way I usually sit while working.
technical skills
Microsoft Office Suite / Google Workspace / Wordpress / Social Networks / Adobe Creative Suite / Canva / Figma / AI Prompting / SEO / HTML, CSS & JS.
interests
Cinema / Music Industry / Singing / Asian History & Culture / Women's History / Pop Culture / Gym Life / Basically all animals (but roosters and hens).
languages
English [C1]
Spanish [B2]
French [B1]
KOREAN [Topik 1.2]
ITALIAN [mothertongue]
Spanish [B2]
French [B1]
KOREAN [Topik 1.2]
ITALIAN [mothertongue]
education
[IN PROGRESS] ISIA Firenze, 2023 — Present
Master's Degree in Communication Design & Digital Product Design (L12)
Master's Degree in Communication Design & Digital Product Design (L12)
IED Milano, 2023
Specialization Course in Content Management & Copywriting
Specialization Course in Content Management & Copywriting
Final Project: Pomodori Verdi Kimchi — An all-Italian guide to South Korea
PVK is a digital project that explores South Korea through its customs, history, trends, and products, while also highlighting initiatives and updates that reach Italy. The project develops PVK’s brand identity and designs its website and editorial line. It includes the creation of an omni-channel content strategy, whose related materials have been organized into an editorial plan and calendar.
Grade: 30/30 | Discover the project
PVK is a digital project that explores South Korea through its customs, history, trends, and products, while also highlighting initiatives and updates that reach Italy. The project develops PVK’s brand identity and designs its website and editorial line. It includes the creation of an omni-channel content strategy, whose related materials have been organized into an editorial plan and calendar.
Grade: 30/30 | Discover the project
IED Firenze, 2018 — 2021
Master's Degree in Visual Arts & Communication Design
Master's Degree in Visual Arts & Communication Design
Activities & Associations: Member of the Student Council (Secretary in the 2018–2019 school year, President in 2019–2020).
Final Project: The Estate Fiorentina Festival — In-between Reality and Extraordinary
A project developed for Estate Fiorentina, a festival promoted by the Municipality of Florence. The dissertation aims to create a defined identity for the event through strategic analyses and principles of identity and branding. Based on these principles, the Communication Strategy for a hypothetical 2021 edition takes shape.
Grade: 109/110 | Discover the project
Final Project: The Estate Fiorentina Festival — In-between Reality and Extraordinary
A project developed for Estate Fiorentina, a festival promoted by the Municipality of Florence. The dissertation aims to create a defined identity for the event through strategic analyses and principles of identity and branding. Based on these principles, the Communication Strategy for a hypothetical 2021 edition takes shape.
Grade: 109/110 | Discover the project
ITCS Filippo Pacini Pistoia, 2011 — 2016
High School Diploma in Foreign Languages
High School Diploma in Foreign Languages
Grade: 87/100
work experiences
2019 — Present
Freelance Visual Designer & UI Designer
I work with companies and startups across Italy, the UK, and Singapore to build clearer, stronger, and more contemporary visual communication. My practice spans visual design, UX/UI, rebranding, and digital content systems, with a focus on helping brands translate their identity into cohesive experiences across websites, social platforms, and live initiatives.
Freelance Visual Designer & UI Designer
I work with companies and startups across Italy, the UK, and Singapore to build clearer, stronger, and more contemporary visual communication. My practice spans visual design, UX/UI, rebranding, and digital content systems, with a focus on helping brands translate their identity into cohesive experiences across websites, social platforms, and live initiatives.
Recent work includes: the full redesign of a company website completed in roughly two months as part of a broader rebranding effort. For a related spin-off project, I managed the digital content for an event in Manchester that reached full capacity, and later developed ongoing content across YouTube and Instagram.
02 / 2022 — 03 / 2023
Graphic Designer at Studio09 (Pistoia, Italy)
I developed digital content, editorial plans, and branding/rebranding projects for clients across the medical, food, and fashion sectors. My work ranged from day-to-day visual production to more structured launch projects, including a football summer school. For that project, I contributed to the communication strategy and launch planning, then led the visual side across campaign materials, booking support, social content, and ongoing updates throughout the season. The project achieved sold-out weeks, with some sessions exceeding capacity.
Graphic Designer at Studio09 (Pistoia, Italy)
I developed digital content, editorial plans, and branding/rebranding projects for clients across the medical, food, and fashion sectors. My work ranged from day-to-day visual production to more structured launch projects, including a football summer school. For that project, I contributed to the communication strategy and launch planning, then led the visual side across campaign materials, booking support, social content, and ongoing updates throughout the season. The project achieved sold-out weeks, with some sessions exceeding capacity.
09 / 2021 — 12 / 2022
Graphic Designer & Editor at Edera Magazine (Firenze, Italy)
My role combined design precision and editorial sensitivity, helping shape a publication that felt more current, structured, and visually consistent. I worked on the visual and editorial refresh of a print magazine, redesigning its layout, image handling, and overall look and feel. I developed new editorial formats for different types of content, from interviews and reportages to more experimental text-image compositions, and also handled copy editing across each issue.
Graphic Designer & Editor at Edera Magazine (Firenze, Italy)
My role combined design precision and editorial sensitivity, helping shape a publication that felt more current, structured, and visually consistent. I worked on the visual and editorial refresh of a print magazine, redesigning its layout, image handling, and overall look and feel. I developed new editorial formats for different types of content, from interviews and reportages to more experimental text-image compositions, and also handled copy editing across each issue.
11 / 2021 — 12 / 2021
Cultural Mediator at VISIO | Thinking Beyond – Moving Images for a Post-Pandemic World (Firenze, Italy)
Cultural Mediator at VISIO | Thinking Beyond – Moving Images for a Post-Pandemic World (Firenze, Italy)
I worked as a cultural mediator in exhibition contexts, supporting dialogue between artists, artworks, and audiences. Alongside managing interactive pieces and helping preserve their functionality, I guided visits for different groups, including middle school classes and international students from institutions such as Polimoda, Marangoni, and the University of Florence. The role required strong communication skills, adaptability, and the ability to translate artistic research into accessible and engaging experiences for different audiences.
courses & certificates
2022 & 2024
Cycle of Asian Seminars at University for Foreigners of Siena & Eurasia Foundation (from Asia)
Cycle of Asian Seminars at University for Foreigners of Siena & Eurasia Foundation (from Asia)
2022
TOPIK 1.2 (A2) at Korean Ministry of Education (Administered at University for Foreigners of Siena, Italy)
TOPIK 1.2 (A2) at Korean Ministry of Education (Administered at University for Foreigners of Siena, Italy)
2016
Certificate in Advanced English (C1) at University of Cambridge (Administered at ITCS Filippo Pacini Pistoia, Italy)
Certificate in Advanced English (C1) at University of Cambridge (Administered at ITCS Filippo Pacini Pistoia, Italy)
other experiences
01 / 2021 — Present
Supporting Member (Volunteer) at Italian Red Cross, Pistoia Committee (Italy)
Supporting Member (Volunteer) at Italian Red Cross, Pistoia Committee (Italy)