Hi there! I'm Alia Serban and I'm an Art Director and Interaction designer with focus on digital design. I am currently based in Stockholm, Sweden, and work as a senior user interface designer at H&M.

For the last decade I've lived in Los Angeles, California, where I graduated from FIDM and UCLA with AA in Graphic Design and User Experience Design.

My 10 years in Los Angeles have molded me in to who I am as a designer today. I believe that good design is the result of honest communication and pushing traditional thinking.

In 2012 I started my own company, Inovey Creative, with the goal of helping brands to reach their full protential through great visual communication. My work ranges from big names like H&M and Jarowskij to start-ups and musicians.

Bringing ideas to life visually, is my biggest passion. Designing with a purpose and the user in mind is always my goal.

In 2015 I also started exploring photography, and love to shoot lifestyle and portraits.

Please don't hesitate to reach out, you can do so here or on my instagram. 



Please email with any questions or inquiries.