Founder Story
Studio
Culture
September 2026
Some creative journeys begin with a blank canvas and grow to encompass teams, brands, and businesses shaped by the people behind them. This is the story of Abdulrahman Alfuhed, Founder, CEO, and Creative Director of SERB. His career began in design in 2007 and evolved through hands-on practice and collaboration with creative talent into a vision that brings together artistic sensibility, people leadership, and business understanding.
Starting as a designer gave Alfuhed a close understanding of the creative process: discovering an idea, developing it, questioning it, and bringing it into the world. As his responsibilities grew, so did the questions guiding his work. What makes an idea worth pursuing? What gives a brand its character? And how can a creative environment help people produce their best work while giving clients a partner who understands their ambitions?
These questions helped shape SERB, a Saudi creative agency based in Riyadh, built around a clear purpose: growing businesses through art and creativity. This purpose connects brand development with a deeper understanding of how businesses position themselves, communicate their value, and build relationships with their audiences.
Throughout his career, Alfuhed has managed and worked with more than 326 employees and designers. These experiences have given him insight into different creative personalities, motivations, and working styles. They have also shaped his approach to leadership, which places psychological and motivational considerations at the heart of talent development and creates the conditions for individual potential to contribute to shared outcomes.
This understanding of people informs SERB’s working philosophy. Every project brings together individuals with different experiences and perspectives. Their ideas need thoughtful discussion, clear direction, and room for experimentation. Creative leadership means bringing these capabilities together around a shared purpose while preserving the distinctive thinking each person contributes.
The same attention extends to the audiences a brand hopes to reach. Meaningful creative work begins with understanding what matters to people, how they make decisions, and what earns their trust. SERB connects research, strategy, and design to develop brands grounded in their business context and able to express themselves clearly across every point of contact.
The agency’s work spans brand strategy, visual and verbal identity, brand guidelines, packaging design, content, corporate communications, and creative campaigns. These disciplines share one ambition: to give each brand a recognizable character, an understandable message, and an experience that consistently reflects its promise.
Within this approach, every creative decision has a role to play. A name begins the introduction. An identity shapes an impression. Packaging brings a product closer to its audience. Content gives a brand its voice. When these elements work together, a business gains a clearer presence and a language that can express its ambitions as it develops.
Based in Riyadh, SERB draws on its understanding of Saudi culture and the local business environment while remaining open to international creative perspectives and practices. This outlook supports work that belongs to its context, speaks to contemporary audiences, and preserves the individuality of each brand.
At the heart of Alfuhed’s journey and SERB’s philosophy is a belief that investing in people strengthens ideas, and that clear thinking strengthens execution. The ambition continues through the work: creating an environment where creative talent can grow, developing brands that confidently represent the businesses behind them, and giving art and creativity a practical role in business growth.
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