
About Serena
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Over 30 years of experience in graphic design, illustration, and multimedia design.
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I’ve known since grade school that I wanted to be an artist. It may sound like the classic artist cliché, but for me, creativity was never just an interest—it was something I naturally gravitated toward. I knew early on that I thrived on creating, exploring, and figuring out how things could be made.
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At first, I wanted to become an architect. I was fascinated by the technical side of designing and building things, as well as the possibilities of working with materials like wood, metal, concrete, and plastic. That combination of creativity, structure, and problem-solving has stayed with me throughout my career.
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In high school, I had an incredible teacher who encouraged me to explore art through different mediums and materials. That creative curiosity continues to influence my work today. I went on to earn an Associate Degree in Commercial Art, a Bachelor of Fine Arts in Illustration, and a Master of Fine Arts in Media Design.
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My background across these disciplines is what I love most about being a designer, illustrator, and fine artist. I can move between a detailed illustration, a graphic design project, a brand concept, or a piece of fine art—and often find ways for these disciplines to work together.
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For me, creativity and problem-solving go hand in hand. I enjoy figuring out how to bring an illustration into a printed design, how to create artwork on an unexpected material such as metal or wood, or how to find a visual solution when a project presents a difficult challenge. Every project is an opportunity to combine what I know with something new.
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Ultimately, I strive to create work that is thoughtful, engaging, and visually meaningful. Whether I’m designing, illustrating, or creating fine art, my goal is simple: to make something that connects with people and moves them in some way.
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Pre-press
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Layout
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Vendor coordination
Art Direction
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Vendor selection
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Budgeting
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Scheduling and timelines
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Photo direction
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Press checks and approvals
Illustration
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Concept sketching
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Technical and realistic
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Digital and traditional
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2D and 3D
Additional
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Brand development & management
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Market research
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Creating UI and UX visual designs
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Copywriting
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Concept development
Learn and adapt quickly.
Education
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Master of Fine Arts in Media Design from
Full Sail University - 2013 -
Bachelor of Fine Arts Degree in Illustration from Rocky Mountain College of Art & Design - 1997
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Associate of Applied Arts Degree in Commercial Art from Madison Area Technical College - 1991
Technical Skills
TRADITIONAL ILLUSTRATION & CREATIVE DEVELOPMENT
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Figure Drawing — UW–Madison and Madison Area Technical College
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Biological Illustration with Lucy Tyler — UW–Madison
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Adobe Photoshop Seminar with Bert Monroy
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LightWave 3D Essentials
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Advanced Illustrator
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Pre-Press & Printing
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USPS Mail Design Professional Certificate
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CREATIVE TOOLS
Adobe Creative Cloud: Illustrator • Photoshop • InDesign • Acrobat • After Effects • Premiere Pro • Firefly
Additional: Microsoft Office • Autodesk Revit Architecture • HTML/CSS • Java • Google Analytics • CoPilot • ChatGPT
Professional Experience
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Senior Graphic Designer
American Family Insurance, Madison, WI
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Owner/Freelance Designer/Illustrator/Artist
Designs by Serena, Oregon, WI
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Graphic Designer
Spherion, Inc. on site contractor at
American Family Insurance, Madison, WI
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Senior Graphic Designer
Pro Unlimited, Inc. on site contractor at
American Girl, Middleton, WI
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Senior Graphic Designer/Art Director
Tri-North Builders, Inc., Fitchburg, WI
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Senior Graphic Designer
Warner Electric LLC, S. Beloit, IL
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Digital Artist
FlightSafety Services Corp., Centennial, CO
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Digital Artist
Street Technologies/Now Learn2.com, Golden, CO
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Art Director/Senior Graphic Designer
International Learning Systems, Inc., Golden, CO
Civil Involvement
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Volunteer Graphic Designer for Logan’s Heart and Smiles Non-Profit Organization, January 2023 - 2026 / January 2007 - 2015
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Co-Team Manager for the Girls U13/14, Oregon Youth Soccer League, August 2018 - May 2019
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Fall Fury Logo Design for Tournament, Oregon Youth Soccer League, 2018
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Team Manager for the Girls U10, Oregon Youth Soccer League,
August 2015 - May 2016 -
Co-Chair for the Oregon PTO Arts Festival, August 2010 - May 2013
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American Red Cross, Volunteer, January 2007- April 2013
