Founder & Creative Director · SerranoBrothers (2000–2025)
SerranoBrothers Case Study
From a design studio in Lleida to offices in London and the United States.
I co-founded and ran a design, brand and product studio for 25 years, and designed the international expansion program that took us into markets outside Spain.
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The project
SerranoBrothers —spaces + branding + product + technology— was a design and strategy studio I co-founded with my brother Pedro Serrano in 2000. We worked for brands such as BMW Group, LEGO, Nestlé, Adidas and Meliá Hotels, alongside our own projects like Fanconi Beach Club and Hell to Heaven, hospitality and leisure spaces built around the concept of "unexpected design".
behance.net/serranobrothersThe challenge
A design studio based in Lleida naturally competes in a market dominated by studios from Madrid, Barcelona or abroad. Growing meant finding a path to expansion that didn't depend solely on opening our own offices, with all the cost structure that implies.
My role — strategy and execution
- I co-founded and creatively ran the studio for 25 years, leading in-house teams of up to 15 people on space, branding, product and innovation projects.
- I designed and executed a World Partner Program: a network of local partners that let us open offices in London and the United States without taking on the full structure of our own subsidiary.
- I led client acquisition, commercial strategy and contract negotiation with international brands.
- I implemented ERP and CRM systems to sustain the studio's operational growth as it gained scale.
Results
25
years of track record
~€500K
annual revenue
2
international offices — London and the US — via the World Partner Program
15
people on the in-house team, at peak
The result
SerranoBrothers shows I can design international expansion models with limited resources —not just "grow a team"— and that I can maintain creative quality while scaling the commercial operation.
Is your company at the same point? Let's talk.
or write to me directly at info@grooow.es
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