Denise Lutz Email and Phone Number

As the Art Director at L.A.B. Golf, I shape and uphold our brand’s visual identity, ensuring every piece aligns with our values, goals, and audience expectations. My role is to establish a cohesive identity across all platforms, creating style guides that set standards for logo usage, typography, color palettes, and imagery.I lead the creative direction for L.A.B. Golf’s campaigns, product launches, and seasonal lookbooks, translating our brand storytelling into impactful visuals. Collaborating closely with cross-functional teams, I ensure that product design, packaging, and promotional materials reflect a unified brand experience both online and at retail. My experience extends to team and project management, where I guide designers, photographers, and vendors to bring our creative visions to life on time and within budget.With a focus on trend analysis and competitor research, I keep our visual output fresh and competitive. Through quality control and meticulous oversight, I ensure that all materials meet high standards, reflecting L.A.B. Golf’s identity and building a powerful connection between our products and consumers.

In my role, I optimize brand design by streamlining processes and managing digital assets for both internal and external use, ensuring consistent brand representation across all platforms.I lead the mechanical production of artwork for global markets, collaborating closely with creative directors and project managers to achieve high-quality execution across packaging, POP displays, tradeshow designs, and print collateral. My commitment to sustainability includes ensuring compliance with domestic and international recycling protocols for Hydro Flask’s packaging and labeling, aligning our brand with eco-friendly practices.

At Ninkasi Brewing Company, I spearheaded the visual design strategy for their core brand and advised on its extensions, including Ninkasi Canned Cocktails and Ninkasi's Better Living Room. I played a pivotal role in crafting a unified visual identity across all marketing channels, ensuring consistency and brand recognition.My expertise extended to conceptualizing and designing captivating campaigns that utilized original graphics, engaging website content, impactful social media elements, and other marketing materials. I fostered a collaborative environment by leading creative brainstorming sessions and translating ideas into clear briefs with defined art direction, schedules, budgets, and deliverables for creative assets.Furthermore, I managed both internal and external design resources, ensuring projects were completed on time and within budget. However, my focus went beyond efficiency – I championed creative storytelling to forge memorable brand experiences and foster consumer loyalty across all channels.As a team player, I fostered close collaboration with cross-functional teams, contributing to storytelling, copywriting, content strategy, and marketing planning. Additionally, I ensured regulatory compliance by managing the preparation, submission, and revision of labeling for all domestic products and external partners through the Tax and Trade Bureau (TTB). Through this comprehensive approach, I played a key role in strengthening Ninkasi's brand identity and connecting with consumers on a deeper level.

Elevated Brand Strategy and Increased Design Efficiency: I spearheaded the development of art direction and branding for global marketing initiatives for renowned brands like Copic Marker, Tommy Art DIY Paint, and Cemedine Co., LTD. Furthermore, I championed design efficiencies, resulting in a significant quality improvement in our digital and print outputs. My focus on brand consistency extended beyond design by creating a templating system based on brand guidelines. This empowered non-design teams to deliver visually appealing work while adhering to brand identity standards.

Streamlined Packaging Production and Client Fulfillment: I leveraged my expertise in preparing packaging files for production and conducting meticulous press-checks to ensure brand consistency and quality for clients. Additionally, I spearheaded improvements in project efficiency by reorganizing team workflows and implementing a new project management system. My design skills were also instrumental in developing marketing assets that perfectly aligned with clients' brand identities and visual guidelines. Furthermore, I managed the fulfillment process for clients, guaranteeing a smooth and successful customer experience.

Streamlined the University of Oregon's brand identity by implementing consistent visual standards across all print and web media. This included the design and project management of the Undergraduate Research Symposium catalog, ensuring a cohesive brand experience. I also maintained the Center for Media Arts and Exploration's (CMAE) WordPress site and created digital collateral for the Center. My ability to collaborate effectively ensured seamless production with the University's printing facilities.