Designing quiet, considered brands that last.
I'm Sera Whitfield — a independent brand designerworking with founders and studios on identity, art direction, and the kind of detail you only notice when it's missing.
A studio of one, built on
restraint and craft.
For the past nine years I've worked at the intersection of identity, editorial, and the slow craft of getting things right. My practice is small on purpose — every project gets the same hands from kick-off to handover.
Previously at Pentagram and Studio Dumbar. Selected clients include Aesop, The New York Times Magazine, MUBI, and Wieden+Kennedy. Recognised by D&AD, Brand New, and It's Nice That.
Recent projects, quietly made.
04 projects · 2023–2026
What I do, end to end.
Brand Identity
Naming, logo systems, typography, and a visual language built to last.
Art Direction
Editorial direction for campaigns, lookbooks, and brand stories.
Web & Digital
Minimal, fast, accessible sites — designed and built from scratch.
Print & Packaging
Considered print collateral, books, and physical brand touchpoints.