Naked River is a brand innovation consultancy founded by Maurizio Serena.

​

With over 20 years of experience, Maurizio has led brand strategy and experience design projects across luxury, hospitality, beauty, fintech, and FMCG, working from Singapore across Europe, Asia-Pacific, North America, and South America. He holds a Master’s in Strategic Design from Politecnico di Milano and has directed postgraduate programs at institutions across three continents. He is the author of Experience Design: From Brand Intent to Lived Memory (2026). Maurizio is also the founder of CRAFT — World Craft Depository, a platform dedicated to the preservation and contemporary application of artisanal craft knowledge.

​

The practice brings together strategic foresight, brand innovation, and experience design as a single connected discipline. Not three services. One way of working.

​

Most engagements begin with a question clients don't always think to ask: where is the world going in the next five to ten years, and what does that specifically mean for this brand? The answer — built from rigorous research, not instinct — changes the decisions made in the present. That is the work.

​

​​

Each project brings its own demands. To meet them with precision, Naked River collaborates with a trusted network of specialist partners, assembling the right capabilities around each brief while maintaining a clear strategic through-line.