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Creative Director and owner

Creative & Design

Illustrator / Graphic Designer / Brand Management

I thoroughly enjoy working with people to bring their ideas to fruition and aid along
the way, applying my many years of creative line development to help establish and
maintain brand identity across any specific project or offering.
As 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 our industry.
We had multiple product lines, (Surfboards, Snowboards, Hard goods, Apparel, Licensing)
4 times a year along with all marketing and sales materials, adhering to very strict deadlines
while ensuring top level Illustrations and design. I’ve worked not only with some of the top
brands within that Industry (Volcom, Independent Trucks, Creature Skateboards, etc) but
also through our licensing division, very established popular culture brands such as
Star Wars/LucasFilm, Marvel Comics and Disney, creating original concepts and Illustrations
for some highly successful product lines.
I am now looking to partner with other highly creative people or brands and offer up my
experience to those who would like to utilize my skill sets .
Open to either full time, part time and also know that many may not require a full time
designer but would like to have one on hand as needed, elevate their team with one
more feather in their hat without the full time commitment a new employee would require.
Would love to chat and see if I would be a good fit or if I could help in any way.
Thanks for your time

• 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..

•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)

Brand Manager and Designer

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 •

Art Director / Brand Manager

Lucas Musgrave is a Creative Director and owner at Lucas Design Services in Aptos, CA.

Lucas Musgrave

Lucas Musgrave

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