The system I wish I'd had when I started out
I bring order to your studio and put AI to work where it changes the outcome.
So you can devote yourself to creating.
I'm Diego Serrano: artist, designer and entrepreneur. For 25 years I've been creating and running companies. Everything I've learned fits into one system: six areas and twenty-four building blocks so your studio runs well, gets seen and sells, with AI where it genuinely adds value.
StrategyOffer & pricingMarketingSalesOperationsFinance & structure
- running studios and creative businesses
- 25 years
- as a painter, in 5 cities
- 7 exhibitions
- in revenue as founder and CEO
- 0 → €4M
Who it's for
For people who make a living from creating and want a studio that lives up to their work.
I work with three profiles I know from the inside, because I've been all three.
- 01
Artists
Making the leap from emerging to professional.
- «You produce more work than you sell.»
- «Every price is decided in a different way.»
- «Every gallery, fair or open call starts from scratch.»
- 02
Designers and design studios
From the overstretched freelancer to the fifteen-person studio.
- «Plenty of work and thin margins: quotes are done by eye.»
- «Everything goes through you: proposals, revisions, invoices.»
- «Clients come through referrals… when they come at all.»
- 03
Creative studios
Interior design, architecture, film and video, photography, events.
- «Every project is managed in a different way.»
- «The team grows, but coordination doesn't.»
- «You've tried AI, but nobody uses it day to day.»
It's not for you if…
- You're looking for a formula to go viral in a month.
- You want AI to create for you, rather than with you.
- All you need is a standalone website, with nothing behind it to hold it up.
I'm not a consultant who learned to talk to creatives. I'm a creative who learned to run businesses.
— Diego Serrano
- 01
A method, not bright ideas
Every block in the system uses practices proven in real studios and businesses, with a concrete deliverable. No experimenting with your business.
- 02
Order first, then AI
AI multiplies what already works… and also what doesn't. That's why it comes in once there's a system, and that's where it changes the outcome.
- 03
Your voice, intact
The system brings order to everything around your work. What you create, and how you create it, remains yours.
The Grooow System
Six areas, twenty-four blocks. An order that works.
The same areas any business grows with, translated into the day-to-day of a creative studio. Every block has a concrete deliverable and a clear way of applying AI.
- 01
Strategy
What kind of studio do you want to have?
- Positioning
- Business model
- Roadmap
- Metrics
With AI · Market and benchmark analysis, and a dashboard that updates itself.
- 02
Offer & pricing
What do you sell and what is it worth?
- Catalogue
- Pricing
- Packages
- Proposals, contracts and rights
With AI · Quotes and proposals in minutes, built from your own templates.
- 03
Marketing
Can the right people find you?
- Website and portfolio
- Social media and content
- Newsletter and community
- Press, awards and open calls
With AI · Content drawn from your work and your archive, in your voice and without losing authorship.
- 04
Sales
Do you turn interest into commissions?
- Prospecting
- CRM and follow-up
- Sales process
- Repeat clients
With AI · Automatic follow-up so no opportunity goes cold.
- 05
Operations
Does the studio run without constant firefighting?
- Project workflow
- Management system
- Archive and inventory
- AI-assisted production
With AI · Generative AI in production: reference models, sketches and mockups.
- 06
Finance & structure
Do the numbers support the work?
- Studio numbers
- Cash flow and forecasting
- Team and collaborators
- Time and capacity
With AI · Invoices, expenses and forecasts that sort themselves.
How we work
From diagnosis to a studio that runs. Always in this order.
I work with you one-to-one. The blocks we tackle are decided by the diagnosis, not by a package fixed in advance. The price, on the other hand, is fixed before we start.
- 1
Diagnosis
Free · 45 min
We go over the six areas of your studio. Within 48 hours you receive your three priorities in writing and an AI quick win.
- 2
Studio map
1–2 weeks
An in-depth working session and your route through the system: which blocks, in what order and what outcome to expect from each.
- 3
Implementation
8–12 weeks
Block by block, together. Each one ends with its deliverable up and running: a pricing system, a project workflow, a website, an AI assistant.
- 4
Follow-up
Monthly · optional
A monthly review of your metrics, so the system doesn't end up gathering dust in a drawer.
And yes: if your route calls for it, I also design and build the website, the portfolio or the tool. Within the system, never as a standalone commission.
Free diagnosisApplied AI
AI, in two ways. Both with sound judgement.
AI is changing how work gets created and how a studio gets run. It's not about using it for everything, but where it changes the outcome.
In management
Assistants and automations for whatever eats up your hours today.
- Quotes and proposals from your templates
- Follow-up on clients and opportunities
- An archive and inventory that organise themselves
- An assistant that knows your studio
In the creative process
Generative AI in the service of your work, not in its place.
- Models and references for painting, photographing or rendering
- Sketches, moodboards and mockups in minutes
- Content drawn from your work, in your voice
- Press kits and presentations in hours, not days
Three rules
- 1Your authorship comes first.
- 2Clear rights and licences.
- 3Tools you can maintain without depending on me.
Cases
I've done it before. In my own studio and in other people's.
My painting studio
Diego Serrano Artist
My own practice as a figurative painter: seven exhibitions in five cities since 2023, with the system applied to my own studio.
- Offer & pricing
- Marketing
- Operations
Design studio · 25 years
Serrano Brothers
I founded and ran the studio for 25 years: from Lleida to offices in Barcelona, Madrid and London through a replicable partner model.
- Strategy
- Sales
- Finance & structure
Interior design studio · 18 people
BeDeO
From 10 to 53 parallel projects in 6 months, with a single Office Manager.
- Operations
- Finance & structure
- Strategy
Publication for artists · Digital acquisition
Luyten Gallery
From zero to a complete acquisition system: content strategy, owned channel and sales funnel.
- Marketing
- Sales
- Offer & pricing
Audiovisual production company · Barcelona
Hybrid Machine
Business development, AI-driven processes, GTM, MVP and PMF for proprietary sound, image and technology solutions.
- Strategy
- Sales
- Operations
Immersive-tech and AI SaaS · 24 countries
Broomx
Founder & CEO for 11 years: from the idea to the world's first immersive projector, through to its acquisition in 2025.
- Strategy
- Sales
- Finance & structure
Diego Serrano · Artist, designer and entrepreneur
I've been on your side of the table.
I trained in interior design, and in 2000 I co-founded SerranoBrothers, a design and innovation studio I ran for 25 years that worked for brands such as BMW, LEGO, Nestlé, Adidas and Meliá Hotels.
In 2014 I founded Broomx Technologies, an immersive technology company I took from zero to over €4M in revenue, operating in 24 countries, with an acquisition closed in 2025.
Alongside all that, I went back to painting. Today I'm a figurative painter and I've exhibited in Barcelona, Madrid, Zaragoza, London and New York. I know what it takes to prepare an exhibition, put a price on a work or reply to a gallery.
Grooow is all of that turned into a method: the system I wish I'd had when I started out.
A fixed price agreed before we start. The first conversation is always free.
Career
1995
Interior design
Trained at the Escola Superior de Disseny Ondara.
2000
SerranoBrothers
Co-founder and director of a design and innovation studio: 25 years, up to 15 people, clients such as BMW, LEGO and Meliá.
2014
Broomx Technologies
Founder & CEO. Immersive technology and AI: 24 countries, over €4M in revenue and €3M raised. Acquired in 2025.
2023
Diego Serrano Artist
Contemporary figurative painting: 7 exhibitions in 5 cities and a ModPortrait 2024 finalist.
2025
Luyten Gallery · BeDeO · Hybrid Machine
Editorial director of a painting publication, head of systems and AI at an interior design studio, and business development at an audiovisual production company.
Today
Grooow
The system, at the service of other artists, designers and creative studios.
EU Seal of Excellence · Startup Europe Awards · Sonar+D Award · EU Top 50 Startups · ModPortrait 2024 finalist
Brands I've worked for as a designer and founder
With SerranoBrothers and Broomx, 2000–2025.
Coming soon
The system, online too.
I'm turning every block into guides, templates, videos and an app so you can follow the method at your own pace. If you'd like to try it before anyone else, leave me your email.
Shall we talk about your studio?
45 minutes, free and with no commitment. You come away with your three priorities in writing.
or write to me at info@grooowsystem.com
Prefer to write?
Tell me in a couple of lines and I'll get back to you myself.