Feb 2016 — Now
Creative Director and owner · Lucas Design Services
• Establish the conceptual and stylistic direction of multiple clients with conflicting deadlines
• Ensure the work of designers, production artists, photographers, and independent
contractors are in accordance with this direction
• Conceptualize, develop and produce logos, marketing assets, Website development,
brand direction, brand story, brand diferential.
• Direct and oversee the execution of all digital and print media assets for clients.
• Creation of pitch decks and site previews for web site development proposals.
• Concept and creation of all in house marketing materials and assets across all depts..
Nov 2018 — Jan 2022
•Brand manager and Lead designer for NoBs socks
•Design and implement in store retail POP and window wraps , both pre production set ups
and sometimes installation when needed.
•Catalog Creation- layout, pagination. Coordinate photo shoots and models. Layout and
design.
•Coordinate, storyboard, film and edit customized content videos for licensed collaborations.
•Worked with sales manager and team to create materials to acquire new accounts.
•Covid specific era sales materials and custom packages to target retail channels still open
during pandemic (pets stores, car wash gift shops, dispensaries, agricultural and nursery
retail sections, etc)
Jan 2016 — Jun 2016
Art Director / Brand Manager · NHS, Inc. Santa Cruz Skateboards
As the Art Director for Santa Cruz Skateboards, I was responsible for maintaining a 40 year legacy of some of the most iconic images and illustrations in the industry. Managing multiple product lines (surfboards, snowboards, hardgoods, apparel, licensing), as well as creating quarterly catalogues that drove marketing and sales initiatives. As an illustrator, I have worked with top brands within the Action Sport Industry, these have included: Volcom, Independent Trucks, Creature Skateboards, and many others. In addition to this industry, I have worked through the licensing division of popular brands such as Star Wars/ Lucas Film, Marvel Comics and Disney. While working with these companies, I was able to create original concepts and illustrations that became top selling products.
2004 – 2016 • NHS Inc – Santa Cruz Skateboards/Apparel • Art Director
• Conceptualize, develop and produce a full line of Santa Cruz apparel/Hardgoods
• Work with Brand Manager, PLMs, apparel, production and purchasing to produce
two seasonal lines annually
• Development of all special make-up (SMU) items for key accounts
• Responsible for TechPack production for vendors - color ways, fabric selection,
labeling, hang-tags, etc
• Direct and oversee the execution of all advertisements for the brand
• Provide direction for catalog photography
• Execute timelines for all sales and marketing materials
• Cultivate mainstream product collaborations
• Oversee Global Licensee partners to develop apparel lines for regions trends
and fashion.
2008 – 2015 • NHS Inc – Santa Cruz Skateboards/Apparel • Brand Manager
• Annual sales forecasting for skate hardgooods and apparel
• Annual budget planning and accountability of expenses
• Quarterly “Path to Pro!tability”, budget, sales reviews
• Management of skate product line/marketing manager and overseeing of
minimum of 4 major product releases annually
• Brand presentations to distributors and sales sta"
• Responsible for designing and overseeing the execution of all end-user and
dealer marketing plans
• Advertising • Media buying • Team salaries, promo travel • Tradeshows
• Catalogs • Sales Programs • PR • Social Media •
