Collaboration
Studio
Culture
September 2026
Before SERB evolved into an agency focused on building brands, visual identities, and institutional design systems, there were formative experiences that helped shape its approach to creativity, precision, and professional standards.
One of the most significant milestones in that journey was Abdulrahman Alfuhed’s participation in WorldSkills competitions in Graphic Design Technology.
The journey began in Saudi Arabia, where Alfuhed achieved second place nationally in Graphic Design Technology. It later expanded onto the international stage in Brazil, where he competed in the same field and achieved third place.
More than an achievement or a competition result, the experience became an important professional turning point that would later influence the creative philosophy and working standards behind SERB.
WorldSkills placed design within a highly demanding environment where creativity had to coexist with technical accuracy, time management, problem solving, and attention to detail.
It reinforced an important principle: good design is not defined by aesthetics alone.
A successful design must communicate clearly, respond intelligently to a brief, function within a system, and maintain consistency across every detail.
Years later, as Alfuhed founded and developed SERB, many of these principles became embedded in the agency’s approach to creative work.
Visual identity was treated not simply as a logo, but as a complete system. Corporate design became connected to strategy, consistency, functionality, and implementation. Creative ideas were expected to perform just as strongly in execution as they did in concept.
The influence of that experience can still be seen in SERB’s approach today.
Across branding, visual identity, and corporate design projects, the agency places significant emphasis on research, concept development, visual systems, craftsmanship, and detailed execution.
The objective is not simply to create something visually distinctive, but to establish a design language that can grow with an organization and remain coherent across different applications and environments.
In this sense, WorldSkills represented more than an early milestone in Alfuhed’s career. It contributed to a professional mindset that would continue to evolve through SERB: creativity supported by discipline, and ideas strengthened by standards.
Beyond the Competition
Competitions end when the results are announced. Their real impact, however, can continue for years.
For Abdulrahman Alfuhed, achieving second place in Saudi Arabia and third place in Brazil in Graphic Design Technology became part of a much longer journey, from competing as a designer to building an agency and developing its own standards for branding and institutional design.
What began on the competition floor eventually became part of SERB’s creative culture.
From Saudi Arabia to Brazil, from competition to building brands, one principle remained constant: creativity reaches its highest value when it is matched by mastery.
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