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About Seraina:

20 Years of precision lettering design – Painting Beautiful London, Victorian Gold House Numbers, Traditional signs and more…

CRAFTED CONTEMPORARY Signwriting

DISCERNING HOMES & BUSINESES

Seraina Baumgartner CV

A Traditional Sign writer – London’s leading Painter of hundreds of Gold House Numbers.

Seraina uses traditional hand-painted techniques. Graduating from a Swiss print-making apprenticeship, has an incredibly sharp eye for detail.

Each project has been designed uniquely for each bespoke client preference… no other house in the world has the same signature or finishing touch.

Heritage-driven design for truly crafted homes

Designing Unique Restoration Fonts

Traditional sign writer house number. Fanlight in Gold. Restoration of signs

These letters come straight out of my personal archive (of 25 years) of deeply traditional signwriting styles — the kind of ‘type’ you ocassionally spot on vintage shopfronts, tiled thresholds, and forgotten architectural side treets. No ordinary type indeed.

Every letter is traced with obsessive detail from my archives and my restoration projects, and from the rare examples of typography I discover working across London city (and actually, across the planet).

I’m an avid, compulsive collector — I log in my growing collections, photos of ghost signs, engravings, and rare lettering styles that deserve to be saved, preserved and brought back to life. You cannot create this rich intensity without being a dedicated collector.

These finds get re-drawn by hand until they’re absolutely true in essense to the originals, then vectorised and archived into my growing library of over 80 unique, custom alphabets. Each glyph is carefully plotted, spaced, and fine-tuned to line up perfectly with the new architecture it will soon adjoin.

This process is outrageously detailed work — it is what goes unseen inside these characters that makes the final letters breethe and form a powerful pervading atmosphere. It’s disiduous, slightly nerdy work, but all those invisible details stack up into something full of intoxicating qualities

The client sees this history revived into new life, and together, we’ve kept a little gem of the old world alive for everyone to love and enjoy.

Career Timeline

2002-2005 Apprenticeship completed: Printing and graphics Zurich

2005-2016 – working in field of screen printing for Print Haus

2018 – 2019 – working in field of sign design and application

2019 – 2025 – working independently and with NGS as sign painter and designer

A leading London, specialist Traditional Sign Painter

Creator of memorable Gold House Numbers and truly gorgeous Shop Signs.

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A selection of her work below – feel free to ask Seraina for details and pricing.

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Seraina paints All Signs: A London Sign painter.

Period & Modern styling – correct in every detail.

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Heritage Victorian Letter Styles.

A Gold leaf specialisT

SIGN CREATIONS ENRICHED WITH TRULY FINE TYPOGRAPHIC DESIGN

Melbourne House letter architecture was derived from Italian ‘Bodoni’ elongated type/font and re crafted with 1930s era features. Wanting to never add the obvious, that many tend to do, overcooking is not something found in the greatest of any classical design.

It’s often what is paired down that offers so much. The simplification of the central ‘E’ character horizontal bar and the gentle rounding of various serif extenders, adds romance and rhythm to the arc format and whole. Tiny decisions on detailing that create such a difference and add a perfect sprinkle of mindful, memorable flavours, voice and lasting quality.

It’s what we call quality in short… but requires extra explanation as to how we measure and place the gemstones in the final piece. Always aware of the need to never overdress such beauty. These letters embody a purity of enduring style rather than the splashes of effects found in fashion or ‘fad’ graphic design. That’s the gulf of the difference and divide.

It’s why we are here and making these beautiful things for your home.

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Ideas and mantra

I’m lucky that my sign-painting work includes specialist gilding, developing new ideas as a letter designer, typographic designer and traditional sign Painter combined.

Most of my clients know me as a meticulous signwriter, glass gilder and specialist graphic artist from the work they have seen here.

I aim for distinct and unique: specialise in making hand painted Retail signwriting, gold house numbers, Gold leaf windows, Feature walls, Office missions, Wayfinding signs and House numbers… my other skills include interior mural schemes and full design project management.

Every sign I paint is a reflection of my personal journey as an artist.

SERAINA SIGN DESIGN STUDIOS, CENTRAL LONDON

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Starting up is made easy

If something here has caught your eye, however early along the process — you are most welcome..

Seraina Signs Studio

GALLERY OF LETTERING PRECISION AND BEAUTY

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Soho, Fitzrovia

RECENT SIGNS + GOLD LEAF SHOP FRONT LOGOS

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Looking for something particular?

If something here has caught your eye, or you’d like to explore a more tailored piece — however early — you are most welcome..

Seraina Signs Studio

07949327987

London Sign painter Seraina,

Main House Numbering services:


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Areas we cover:


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