Formally trained in graphic design and marketing communications, I started my career at Arnold Advertising in Boston. Over the next 20 years, I broadened my skillset and achieved creative director positions at Bose Corporation, Mathworks, and Constant Contact. Those positions gave me deep insight into consumer and technical audiences – working with and learning from a diverse set of colleagues – from company leadership to marketing, engineering, and operations.
Today, I move deftly from strategy to writing, to design and to production – working with clients to create everything from brand identity, to traditional print collateral, to cutting-edge responsive websites.
Principal Creative Director Lutkus Partners, LLC, Boston, MA – August 2008 to Present
Primary creative strategist, writer, designer, and producer. I work with marketing consultants, small businesses, and corporate marketing clients to develop communication strategies and associated deliverables; brand and corporate identity, websites, trade show materials, online and print advertising, and collateral. Clients include Mimio Education Technology, Carbonite, SANS Institute, Constant Contact, and Wildlife Acoustics.
Director, Creative Services Constant Contact, Waltham, MA – May 2007 to August 2008
Constant Contact is the leader in email marketing for the small business market. When I joined, the company was growing rapidly and about to go public. I was hired to start the in-house creative group. When I left the company, my team was seven people. They had solid processes in place, clear creative direction, and were doing great work – on time and within budget. After completing a major project to evolve and solidify the Constant Constant brand, I chose to move on and grow my own business, Lutkus Partners.
Creative Director MathWorks, Inc, Natick, MA – April 2004 to May 2007
MathWorks is a privately-held, fast-growing software company with offices throughout the world. This was an opportunity to hone my leadership skills, learn about the software business, and use my experience to lead a young design team. In addition, MathWorks is a highly collaborative company that treats its employees well and contributes significantly to charities and the community. The ten-person Creative Services team developed all creative work for the company, print and online – 2,500 projects in 2006.
- Directed visual design for all MathWorks marketing materials: print and online
- Managed the visual design team: Team evolution and individual career development
- Developed, evangelize, and evolve corporate identity standards
- Coached internal clients on creative development best practices
- Developed staffing and resource plans
- Developed/monitored outsource budgets: designers, photographers, illustrators
- Developed and communicated creative services processes
- Developed and evolved visual design software/hardware standards and file management processes
Group Creative Director Bose Corporation, Framingham, MA – September 1988 to April 2004
I joined Bose in 1988 when it was a little-known speaker company with $300 million in annual sales. I was attracted to the position because the company did all creative in-house. As the company grew, I saw the department expand from a small team of fifteen to the size of a large, diverse agency of over one hundred. In 2003, after nearly fifteen years of growth and learning, I left to search for more diversity and fresh air in my career.
1999-2004: Senior Creative Director
Managed creative teams and lead creative development for all marketing communications pertaining to the company’s home entertainment and professional audio products and recruitment; national advertising (including all CEO-requested advertising), collateral, trade shows, and reseller sales tools.
1995-1999: Online Creative Director, bose.com
Lead the architecture, visual design, content creation, and development processes for the first two generations of the Bose website. Created a dedicated ten-person web creative team: Developed position descriptions, hired and managed all staff, including designers, writers, and production artists.
1992-1995: Manager, Art Direction Services
Provided senior-level art direction on mission-critical projects. Managed staff of six art directors in the development of all marketing communications materials for all Bose divisions; Home Audio, Professional Products, Bose Retail Stores, Re-seller Sales, Automotive Audio, and the Noise Reduction Technology Group.
1988-1992 Senior Art Director
Assigned to the senior creative team to develop national advertising, retail POP, and collateral materials for all Bose divisions.
Senior Art Director Scandinavian Design/Gallery, Natick, MA – April 1984 to September 1988
In the '80s, Scandinavian Design was the most successful home furnishings retailer on the east coast, having over 60 stores from Maine to Virginia. I always admired their creative, so after discovering the ups and downs of agency life, I decided to see what "in-house" was all about.
"Scando," as we affectionately called it, had a distinct look developed by a small ten-person team of writers, art directors, production artists, and a media buyer. The company treated their employees like family, and I worked with wonderful people who, to this day, I still call friends. We did some great work together, but unfortunately, the company stumbled in the late '80s and was forced to liquidate. Luckily, Bose caught me just before Scando's doors closed.
Art Director Robinson Associates Advertising, Boston, MA – February 1983 to April 1984
Robinson Associates was a small fifteen-person shop with Dunkin' Donuts (print) as their major account. They also had a few smaller accounts, including BASF, Vibram, and Simmons College.
I was one of two art directors working on the design and production of all Dunkin' in-store materials and newspaper ads – many newspaper ads. (If I never see another line art illustration of a jelly donut, it'll be too soon.) I also worked on all new business pitches.
In the late '80s, Robinson struggled and eventually went under after Dunkin' Donuts brought their print creative work in-house.
Assistant Art Director Arnold Advertising, Boston, MA – July 1981 to January 1983
Before being bought by Arnold in the late '80s, Schneider Parker Jakuc was a sixty-person agency in Boston's Back Bay. I worked on every agency account, including Digital Equipment Corporation, Timex/Sinclair Computer, Harmon Kardon, Dolby Products, and, of course, new business pitches. Arnold Worldwide bought SPJ sometime in the early '90s. Today, all that likely remains of SPJ is a dusty set of personnel folders somewhere at Arnold in Boston.
