A leader across Architectural and Planning disciplines since 1968, SERA is rooted in values that enrich people and place. FINE partnered with our Portland-founded neighbors to tell the complete story of how SERA is transforming its industry norms with a deep sense of responsibility for the past, present, and future of place.

A Platform For Continuous Creation

Architects are known for always considering context, precedence, and inspiration. For each service, sector, and specialty that SERA champions, a digital pinboard curates projects, people, and insights that celebrate SERA’s work, and the thoughtful consideration that goes into all that SERA does. Color blocking on the pinboard and navigation adds bright texture to the ever-dynamic site experience.

Flexible Storytelling Foundation

SERA approaches its projects with integrity and intention. To unfold each project’s story with the same consideration, FINE created a toolbox filled with a diverse set of components that enable each project to share the context, details, media, and features of what goes into building resilient places.

Rooted Values Seeds Long-Lasting Change

SERA is a 100% Employee-Owned firm, one of the many ways that it lives its commitment to people as much as place. The firm also rallies around 5 core values to create a culture that everyone is bought into. The site dedicates a chapter of pages to the People of SERA with culture, careers, and team content shining a light on the people and offices across Portland and Oakland who create change.

Dynamic Engine For Stories, Perspectives and Inspiration

At the backbone of the site is a robust content engine for SERA to share its thoughts across disciplines and educate on topics that matter most to the communities and people their work impacts. Articles dynamically populate throughout the site to bring fresh life to each page as new content is created, and fresh perspective to each reader’s understanding of the world.

Thank you, FINE friends! We wanted a site that we could update with new content regularly, that would invite visitors in to explore, and that would feel optimistic and fun while still showing that we take our work very seriously. Our FINE team went on that journey with us and produced a site that's been getting big raves.


One of our most senior designers (who, as she fully admits has opinions about everything!") immediately said, "This is surpassing all my expectations," so we knew we'd hit a home run!