Luis (Lucho) Rodriguez is a graphic designer, art director, and founder of Lucho Design — a creative studio built on deep industry experience, instinct, and a sharp eye for what leaves a mark.

His background spans in-house teams, agency environments, and independent practice — including a tenure as Senior Designer at Nike, Art Director at TransWorld Motocross, and co-founder of The Medium Creative Group, where he led creative and production for clients including Red Bull, Toyota, SHOEI, Nike, Brixton, and GT Bicycles.

Luis thrives at the intersection of creative direction and production craft — equally comfortable developing a brand system from scratch or executing high-volume, deadline-driven work within an established framework. He’s built scalable design templates, led cross-functional creative teams, and delivered work across print, digital, environmental, and experiential channels.

Born in Uruguay and raised in Southern California’s skate and surf culture, Luis brings a high-stakes, all-in approach to every project — and the technical depth to back it up. When he’s not in the studio, you’ll find him catching waves, mountain biking, or traveling with his family.