I’m an Art Director with 5+ years in branding and visual storytelling, based in Tirana. Above all, I’m someone who simply cannot do things “the way they have always been done”. Curious, hungry, detail-obsessed: I’m driven by the desire to build things with meaning, character and identity. Since my BA in Art & Design at POLIS University I’ve moved between branding, editorial, UI and live events — sketching by hand and designing on screen — for clients from Philip Morris UK and Coca-Cola to Euronews Albania and L’Occitane. For me, experimentation is a discipline. And every project is a piece of the story I’m writing.
For me, design is holistic: form and function are not separate things. I design with people at the centre — emotions, gestures, journeys, attention — so that everything I make, physical or digital, feels simpler, more human and more memorable. And then there is dialogue. I genuinely care about understanding what you do, how you do it and what you want to change. I work side by side with the people a project needs — editors, photographers, stylists, developers, production teams — to build solutions that are not just “beautiful ideas”, but practical tools for growth.
I lead the creative direction of integrated communication campaigns, from the strategic concept through to multi-platform execution. I develop ideas aligned with what a client actually needs to achieve, then carry them across digital, print and large-scale event environments — working with multidisciplinary teams and international partners to keep every touchpoint speaking the same language.
Branding is not “designing a logo”: it is building a system. The mark is only the beginning of a wider process in which I study positioning, audience, tone of voice and the competitive landscape. From there I develop a coherent and scalable visual identity, capable of giving a brand recognition, trust and long-term growth.
I design websites and product interfaces by always starting from the user experience. I analyse goals, audiences and flows, then build architectures and interfaces that translate brand strategy and business objectives into something intuitive and engaging on screen. UX is where I invest the most energy, because that is where you find out whether a product truly works.
I direct and design magazines, catalogues and publications — currently the creative direction and rebrand of Story Magazine, from its visual language and typography to its whole design system. Grids, typographic rhythm, readability, print quality: every page must have structure, breathing space and purpose.
I build identities for conferences, exhibitions and cultural events, in a visual language that has to live across social campaigns, LED screen presentations, posters, badges, signage and spatial installations. Flexible, recognisable systems, ready to handle the complexity of something happening live and in one place.
Packaging is where a brand becomes tangible: something you can touch, keep and choose. I design packaging and products — including full jewellery collections taken from concept development to final piece — combining aesthetic refinement with the real constraints of material and production, and obsessive attention to hierarchy, finishes and typographic detail.
I bring a brand into content without letting it become noise. I design visual systems for social media, formats and templates, guidelines and assets that hold consistency and recognisability over time. I work on editorial rhythm and creative direction, so that every post is not an isolated piece, but part of a wider language.
Landmark Communications — July 2025 to present. I lead the creative direction of integrated communication campaigns, overseeing branding, visual identity systems and multi-platform design execution across digital, print and large-scale event environments. Clients include Philip Morris UK, IQOS, Coca-Cola, Gorenje, Credins, KOHA Eyewear, Electromagic, Eurolab, QTU, FSHF and Balfin.
Story Magazine — October 2025 to present. I lead the magazine’s creative direction: visual identity, photoshoot concepts and layout design. I’m directing the rebrand, redefining its visual language, typography and design system, working closely with editors, photographers, stylists and production teams on every issue.
JZK Collective — March 2024 to present, part-time. Branding and visual identity systems for large-scale international conferences and cultural events, together with the full communication kit: social media campaigns, LED screen presentations and print assets, consistent across digital and physical platforms.
DOPE Studios, part of LE SPOT Group — June 2023 to July 2025. Branding and visual identity systems across digital and print for Toptani Shopping Center, ProCredit Bank, L’Occitane, Euronews Albania, Klinika Gjermane e Syrit, Gruppo Koni, Balkan Sea Fair, UNITA, Azza Fencing, Trimed, FitHealth Clinic and ALPOL, alongside user-centred UI work aligning design concepts with technical development.
SOMETHING — January 2022 to June 2023. I designed jewellery collections from concept development to final product, balancing aesthetic refinement with material and production considerations, and built the brand’s visual communication: packaging, campaign visuals and digital content.
POLIS University, Tirana — 2019 to 2022. Bachelor Degree of Art & Design.
Ismail Qemali, Tirana — 2016 to 2019. General high school.
Adobe Illustrator, Photoshop, InDesign, Premiere and Lightroom. Figma, Rhino, AutoCAD, Canva. And traditional sketching alongside all of it — most things still start on paper.
Serdani
Art Director