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SO WHO AM I, REALLY?
I'm Serena - thanks for being here! I graduated from OCAD University with a Bachelor’s degree in Graphic Design and a minor in Creative Writing, but I developed a huge love for photography and painting/illustration over the years. I'm always looking for new things to learn, new places to be, with an endlessly curious mind.
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Let me know if you want to connect, and maybe we can go and grab a bite (I love food) while we discuss what I can do for you! Come along for the ride!
SKILLS
> Proficient usage of Adobe Creative Suite (Photoshop, Illustrator, Indesign, Lightroom, etc,) Sony Vegas, and Wix
> Experienced in graphic design, branding, photography, social media marketing, content creation, typography, video editing, and illustration
> Fluent in English, Cantonese, and Mandarin
> Passionate about creative writing (short stories and poetry), copywriting, painting, cooking, baking, and event planning
EDUCATION
Ontario College of Arts and Design University (OCAD U)
Bachelors of Design (BDes), Graphic Design and Creative Writing
2015 - 2021
WORK EXPERIENCE
GRAPHIC DESIGNER | TRADEMARK INDUSTRIES
JUNE 2023 - PRESENT
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> Produce meticulous visual mock-up images incorporating provided logos and resources.
> Design compelling packaging concepts for new product launches.
> Collaborate with manufacturing partners to ensure precision and quality control throughout production.
> Construct engaging presentations aligning with brand identity, utilizing mock-ups to communicate product vision.
> Construct physical prototypes of products, providing a tangible preview of the final product.
> Responsible for refreshing or reimagining existing logos to contemporize and elevate the brand’s visual identity.
> Attend collaborative meetings, actively participating in discussions with colleagues to address necessary revisions and allocate tasks effectively.
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GRAPHIC DESIGNER, PHOTOGRAPHER | THE BALD CHEF
SEPTEMBER 2022 - JUNE 2023
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> Crafted a distinctive logo and business card aligning with the brand name and conveys the desired vibe.
> Curated a comprehensive brand guide encompassing brand goals, values, typography, color palette, patterns, and a mood board.
> Designed and managed a website landing page showcasing information regarding the company and
monthly promotions.
> Took photos of food products and edited them in Lightroom/Photoshop for social media and content usage.
> Created monthly promotional posters using provided details for the content and uploaded them to the website when applicable.
> Communicated clearly with the client to understand and execute each task quickly and professionally.
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GRAPHIC DESIGNER | 982 HEADQUARTERS
APRIL 2022 - SEPTEMBER 2022
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> Collaborated with clients to understand their design needs, target audience, and brand identity.
> Developed creative concepts and visual designs for various marketing materials involving brochures, flyers, posters, and banners.
> Designed engaging and user-friendly interfaces for websites and mobile applications.
> Created visually appealing infographics and data visualizations to communicate complex information effectively.
> Conducted thorough research and stayed up-to-date with design trends, industry standards, and emerging technologies.
> To ensure design consistency, worked closely with cross-functional teams involving marketing, copywriting, and development.
> Prepared and delivered presentations to clients showcasing design concepts and explaining design choices.
> Implemented and maintained efficient file management systems to organize design assets and project files.
> Adapted designs for different platforms and media involving print, digital, and social media.
> Contributed to the development and evolution of brand identities such as logo design and brand strategy.
> Provided guidance and mentorship to other designers through constructive feedback and fostering their professional growth.
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CONTRACT GRAPHIC DESIGNER | SMART ADVANTAGE ACADEMY/CAMP MARKHAM
JULY 2020 - AUGUST 2020
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> Developed and executed marketing strategies by designing compelling brochures and posters to effectively promote products and services.
> Produced promotional videos using Sony Vegas to enhance brand visibility and engage target audiences.
> Collaborated closely with clients, actively engaging in discussions and consultations to ensure their satisfaction with the delivered products or services.
FREELANCE GRAPHIC DESIGNER
JUNE 2016 - PRESENT
WEDDING INVITATION l APRIL 2023
> Developed a customized invitation design based on client-provided references.
> Maintained regular and effective communication with the client to ensure their requirements were met and incorporated necessary revisions.
BABY FOX l JUNE 2021
> Designed a captivating logo for an emerging business venture.
> Collaborated closely with the client to understand their preferences and executed various iterations to achieve the desired logo.
MIDLAND GROUP l JUNE 2021
> Conceptualized and designed a door hanger to be distributed in neighboring communities.
> Fostered continuous dialogue with the client, proactively incorporating their feedback and implementing desired modifications.
ADAGIO MENKES l JUNE 2021
> Developed an engaging landing page to announce the launch of a new condominium project
> Leveraged available resources to create an informative and aesthetically pleasing website, effectively conveying the project’s features and benefits.
DISTRIKT TRAILSIDE 2.0 l JULY 2020
> Designed a visually appealing webpage presenting comprehensive information for a newly constructed building.
> Leveraged provided assets to deliver a seamless and functional web experience, ensuring a seamless browsing journey for users.
WEDDING INVITATION l MAY 2019
> Produced a variety of meticulously crafted invitation samples, providing the client with a range of choices.
> Collaborated closely with the client to refine and revise the selected invitation design, ensuring it perfectly captured their vision and preferences.
TRADEWORLD REALTY l MARCH 2017
> Developed a newspaper advertisement for a newly launched condominium project.
> Utilizing provided text to craft persuasive copy, efficiently communicating the project’s unique selling points and appeal to the target audience.
THE VOW l SEPTEMBER 2016
> Designed a distinctive and memorable logo for a wedding videography company.
> Engaged in thorough consultations with the clients, understanding their creative vision and executing their ideas while incorporating iterative revisions to achieve the desired logo.
PHOTOGRAPHY
PRODUCT PHOTOGRAPHY
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> Captured aesthetically pleasing product photos, showcasing the functionality and appeal of various items for website and online store usage.
> Employed creative use of props to enhance product shots, adding visual interest and elevating the overall appeal of the photographs.
> Engaged in thorough client consultations, ensuring their satisfaction with the products and making necessary revisions to meet their requirements.
> Utilized Adobe Lightroom to expertly adjust lighting as needed and employed Adobe Photoshop for precise photo enhancements and modifications.
FOOD PHOTOGRAPHY
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> Employed strategic angles and composition techniques to capture the enticing appeal of food products for website presentation.
> Utilized well-chosen backdrops to create contrasting backgrounds that accentuated visual impact.
> Incorporated props to increase the overall ambiance and add captivating focal points to the photographs.
> Employed a variety of lighting materials to create diverse tones and lighting effects that enhanced the food’s presentation.
> Utilized Adobe Lightroom for precise lighting adjustments and relied on Photoshop for meticulous retouching to ensure flawless imagery.
> Presented the completed work to clients, ensuring their utmost satisfaction with the final results.
PORTRAIT/EVENT PHOTOGRAPHY
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> Demonstrated professionalism by arriving early to locations for thorough scouting, ensuring optimal settings and backdrops for dynamic portrait shots.
> Conducted detailed consultations with clients to understand their vision and capture the essence of the event through photograph.
> Directed clients throughout the session, offering posing guidance and creating an atmosphere that facilitated natural and expressive portraits.
> Maintained open communication and rapport with clients, fostering a comfortable and enjoyable experience during the shoot.
> Provided clients with sneak peeks of the photos during the session, generating excitement and involving them in the creative process.
> Efficiently edited photos to deliver the final images promptly for client use.
VOLUNTEER EXPERIENCE
GRAPHIC DESIGNER AND GENERAL EXECUTIVE l PROJECT A
SEPTEMBER 2018 - APRIL 2020
> Utilized industry-standard design software, including Adobe Photoshop, Illustrator, and InDesign, to create impactful promotional material, banners, posters, and stamp cards.
> Engaged in collaborative brainstorming sessions, fostering effective communication with team members to generate innovative project and design ideas.
> Demonstrated strong organizational skills by successfully planning and executing multiple events in coordination with fellow executives.
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YOUTH AMBASSADOR l SOUTH UNIONVILLE RESIDENT FORUM (S.U.R.F)
MAY 2014 - AUGUST 2015
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> Contributed to the organization of neighborhood events, actively participating in the planning process and offering valuable suggestions for improvement.
> Assumed responsibility for managing volunteers and overseeing booth operations, ensuring smooth execution and positive outcomes.