A mounted portrait and a numbered register for an exporter's brand

The masthead sits inside a ruled box. Beneath it, Serena's name is set large in Archivo at a heavy weight, paired with her proposition that an export manufacturer's own brand should state where the floor was made and where its timber grew. Her portrait is mounted on a raised green mat inside a bordered figure, captioned with a number and her title. Beside it, a panel headed The practice numbers her four capabilities: brand sequencing beside private-label customers, timber traceability, dealer programmes and the split between fairs, factory visits and digital work. Her board availability and an introduction link close the panel. On a phone the portrait comes first.

Cypress uses a near-black forest green as its ground, lighter greens for surfaces and mats, cream for text and a warm sand accent for numbers, rules and links. For a company whose boards begin as plantation acacia and European oak, the palette feels grounded in the material without becoming a product brochure, and importers, distributors and nominating committees read it as sober. Archivo gives headings a firm, engineered shape; Jost keeps captions, navigation and longer text open against the dark ground. Check that your own portrait holds its contrast on a green mat, since a dark suit can disappear into it.

A figures strip follows the opening: VND2,140 billion of 2025 revenue, a 24 per cent own-brand share and 1,180 mapped smallholder plots, each with a line saying what the number covers. A shaded panel titled Designed for consequence, marked with a large plus sign, carries her view that a contract manufacturer already has a reputation, held by its customers. The evidence register then links three referenced decisions to the Impact page: an Australian launch that left Europe to the largest customer, a European range cut to traceable products, and origin printed on the box face. Her thesis, proof points, degree, one endorsement and the conversations she welcomes follow.

Expertise uses her headline as a standfirst and gives each capability a numbered note. Impact repeats the figures, then sets the three cases under large numerals, each naming who disagreed and what was given up: about VND64 billion of lost 2024 sales, a launch price six per cent below her Australian price and a concession to the importer worth about VND7 billion a year. Contact pairs her introduction guidance with the portrait and sends product enquiries to the sales teams in Ho Chi Minh City and Sydney.

The Career page is headed Six appointments along the region's building-materials trade. Each appointment sits in a bordered panel with its number in a shaded column at the left edge, followed by dates, title, employer and company facts. Serena moves from a Singapore exhibition organiser and distributor, measured in Singapore dollars, to a Johor door maker in ringgit, a Bangkok tile maker in baht and two Mocvanh roles in dong. Each company's own currency lets a search partner judge scale without guessing at conversions. On narrow screens the number moves above the content.

The readiness page is titled What an own-brand transition teaches a board. One side of a gridded foundation holds her contribution and exposure, separating quarterly board presentations from half-yearly reports to the audit and risk committee and stating that she has not been a director. The other holds committee interests in sustainability and risk, with no chairing in a first term, and her commitment: twenty days a year and no current directorships. A ruled band below carries two judgement examples, a minuted disagreement over market order and a compliance commitment kept after a deadline moved, followed by her first-year approach.