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About Us

Founded in 2014 in Nolita, Lumens is your creative partner, translating the complexities of human perception into effective design solutions. We collaborate closely with you to define creative goals and offer meaningful solutions around both design and process.

Meet the Founder

“A little about me: I’m a Creative and a type-A Taurus – that means you get a wildly creative, meticulous artist who’s never missed a deadline. Ever. In my 20-year career. Think of me as Frida Kahlo meets an Excel spreadsheet.”

An artist at heart, Serra leads with over 20 years of experience building brands, and consulting with global brands, institutions, and non-profits. Obsessed with cultural trends, her work provides all clients with tangible designs to stand out in the cultural narrative. She brings her entrepreneurial drive, a bright personality, powerful creative strategy, and a global perspective to all her projects.


& Media


Chief Development Officer


Lumens has been an invaluable asset...

as we evolve the identity of our growing committee. Serra did a fantastic job being able to tell a complex Park funding story through the creation of a graphic identity and assets.


Creative Director


Lumens was our go-to, to lead the brand book mobile app.

Serra understood the needs of our brand. The app displayed the breadth of the collection and identified key pieces to highlight that showed value leading to an increase of 25% in viewership with more store orders, and raising our profile with vendors.


Chief Technology Officer


One of the most talented designers I have had the pleasure to work with.

Serra is one of the most talented designers I have had the pleasure to work with. She is a detail oriented, innovative and careful perfectionist - her ideas, skills, creativity and understanding makes any project run smoothly. She is also a pleasant, caring co-worker that any workplace would love to have around.


What Does a Graphic Designer Do? – Your Questions Answered


What it Takes to Start a Brand: The Story of Lumens

Current Artizan

Smart Goals for Graphic Designers with Serra Semi of Lumens
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