Today's consumers don't just buy products, they buy feelings and experiences. Brands that can't deliver on a sensory level are losing ground fast. We make sure yours doesn't.
brandCrafting sensory brand worlds through identity, packaging, web, and creative direction.
I'm Abby Van Prooyen, the founder and creative director behind Serif Haus. With a background spanning brand identity, packaging, web design, and creative direction, my work is rooted in a simple belief: great brands aren't just seen, they're felt. Every project I take on is built around that.
My approach blends strategy and sensory thinking, ensuring every project is visually refined. I bring both creative instinct and a sharp eye for culture, trend, and the kind of detail that turns a brand into something people feel before they can explain why.
Over the years I have worked across luxury, lifestyle, wellness, and hospitality, collaborating with brands at every stage, from early-concept startups to established names. Each project is treated as a partnership while exploring ideas, shaping strategy, and delivering work that feels cohesive, elevated, and built to last.
bradExceptional work emerges when creative minds connect, ideas flourish, and mutual trust is established.
I believe the best outcomes come from genuine collaboration where ideas are shared openly, feedback is welcomed, and every decision serves the brand. My process is built on transparency, clear communication, and shared ownership of the vision.
01. Sensory Intention
Every project is designed to engage more than just the eyes. Texture, tone, weight, and feel are considered at every stage.
02. Flexibility + Adaptability
Every brand is different. I adapt my process to fit your needs, your timeline, and the unique demands of your project.
03. Shared Ownership
Your brand's success is my priority. I invest myself fully in understanding your business and delivering work that creates real, lasting impact.
bradsTactile details, unexpected textures, and the sensory world that shapes how we design.
Inspiration here is physical before it is visual. The weight of a perfectly printed package. The roughness of raw linen. The way a color shifts in different light. The scent of something familiar in an unfamiliar space. We design by feel as much as by eye -- and that sensory obsession shows up in every brand we build.
brdgyiadA focused set of capabilities spanning brand identity, creative direction, packaging and print, and website design and development, working together as one holistic approach.
Industries we serve:
Brand Identity
The core of everything we build.
Creative Direction
Where strategy meets instinct.
Packaging + Print
Products people reach for. Pieces people stare at.
Web Design + Development
Digital experiences that feel effortless to use and hard to forget.
brafdHelpful insights and answers for clients, collaborators, and curious visitors.
What is your typical project timeline?
Do you work with clients outside San Diego?
What is your minimum project budget?
Do you offer payment plans?
Can we work on a retainer basis?
What industries do you work with?
Do you have experience with CPG or consumer packaging specifically?
Can you work with brands that already have a partial identity?
Do you handle printing and production, or just the design?
Do you offer services outside of the packages listed on your pricing page?
clear A sensory-driven process that merges strategy, creativity, and execution to build brands that last.
01. Discover
We start by understanding your vision, your market, and the feeling you want your brand to create in the world.
02. Define
We shape the strategy, creative direction, and visual language that will carry your brand forward with clarity and conviction.
03. Build
We design and develop every asset with obsessive attention to detail, from identity systems to final production-ready delivery.
04. Refine
We iterate with you until everything feels right and holds together across every surface it touches.
