I come from a family of business builders.

01 · Where it started

My dad grew up in a small mountain village in Serbia with nothing…

No shoes until he was four. That is when he started selling eggs on trains as his first business. At twenty he moved to London with a chef’s dream and the kind of determination that doesn’t come from ambition alone, it comes from knowing exactly what the alternative looks like.

By his early thirties he had eleven restaurants and a life that looked, from the outside, like the story was over and he’d won. Then the recession came. He lost everything. And then, quietly, he started again.

I watched all of this growing up. The building, the losing, the rebuilding. I didn’t fully understand it then but I understand it now. It’s why I ask different questions to most designers. I’m not just interested in what your brand looks like. I’m interested in what you’re building and whether the world can see it yet.

02 · Before Senna

I learned how a space speaks before anyone says a word.

I started my career designing commercial interiors and their online presence under Ardour Design. Restaurants, hospitality spaces, retail; understanding how an environment communicates before anyone says a word. That thinking never left me. It just moved online.

03 · Senna Studio

Then I started the studio I always knew it would become.

When I had my first child I started Senna Studio. Just me, serving women founders in the wellbeing space, who needed brands that worked as hard as they did. I always knew it would become a team one day. I just had to get there.

Senna Studio is now a small boutique studio of quality designers, developers, and strategists who will get you from where you are to where you’re going. I’m the creative director. I lead the strategy. My team executes with the kind of rigour that only happens when everyone in the room knows exactly what they’re building and why.

The work, when the right conditions are in place, is exceptional. You can see that in the portfolio.