To create a more memorable client experience, we reimagined Westamerica’s interiors as a walking showroom—using product graphics and environmental storytelling to bring our wide-format capabilities to life across both buildings.

The goal was to make every tour feel inspiring without turning the space into an ad. By mixing materials, finishes, and subtle nods to Orange County’s Favorite Printer, the environment feels engaging for visitors and comfortable for the team who works in it every day.

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My Role: CMO, Brand and Marketing Strategist

Skills: Leadership, Creative Direction, Branding, Marketing Strategy and Execution, Content writing, Graphic Design, and Interior Design.

Instead of producing a traditional brochure, we created a sizzle kit that shows Westamerica’s capabilities through a hands-on, discovery-driven experience. The idea was simple: don’t tell prospects what we can do—let them experience it.

Built around the concept of making Westamerica part of your everyday carry, the kit includes useful, well-designed items alongside printed examples of our capabilities. Modular elements allow for customization, giving sales reps a flexible, personalized way to engage top prospects.

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My Role: CMO, Brand and Marketing Strategist

Skills: Leadership, Creative Direction, Branding, Marketing Strategy and Execution, Content writing, Graphic Design.

Westamerica Wide Format Samples

To better support sales conversations, we created a wide-format sample program that highlights the materials and print techniques clients use most. The concept centered on “favorite things,” reinforcing our Orange County’s Favorite Printer positioning in a tangible, useful way.

The kits feature artwork inspired by real client styles, paired with finishes and effects that shine on each material. Two versions were produced—a desk-friendly kit and a larger meeting-ready bag—along with a dedicated sample wall that turns client visits into a hands-on showroom experience.

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My Role: CMO, Brand and Marketing Strategist

Skills: Leadership, Creative Direction, Branding, Marketing Strategy and Execution, Content writing, Graphic Design.

As a sponsor of the 2025 AAF Orange County ADDY Awards, Westamerica wanted to go beyond printing event collateral and create an experience that celebrated the creative community.

Leaning into the Gatsby-inspired theme, ADDY TIMES newspaper programs—complete with invisible-ink speakeasy messages—were handed out by paperboys at the event. An oversized photo op and a next-day “winner’s edition” delivered to top award recipients turned the activation into a memorable, multi-touch celebration.

But the end goal was to perform an inception. Could we sponsor an event, do an activation at the event, and then submit that campaign for an award at the 2026 American Advertising Awards? Inception, complete with a Silver Addy!

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My Role: CMO, Brand and Marketing Strategist

Skills: Leadership, Creative Direction, Branding, Marketing Strategy and Execution, Graphic Design.

Westamerica’s holiday card was designed to showcase the full breadth of capabilities—from structural design and in-house diecutting to UV litho with strike-through varnish and direct mail execution. From the start, the goal was clear: create something that not only demonstrated what WAC can do but delivered a memorable, tactile experience.

I led the concept and creative direction, developing a “mini tree” that clients would keep on their desks to remind them of their favorite printer—bringing a bit of joy throughout the season while reinforcing the power of thoughtful, well-crafted print.

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My Role: CMO, Brand and Marketing Strategist

Skills: Leadership, Creative Direction, Branding, Marketing Strategy and Execution, Content writing, Graphic Design.

Putt & Print Open House

To showcase the full scope of Westamerica’s capabilities, we transformed a traditional open house into an experience clients actually wanted to attend. The goal was to create a theme the sales team felt excited to own—and invite their clients into.

Built around miniature golf, Putt & Print featured a pop-up windmill invitation, a clubhouse-style welcome, and nine interactive stops across both buildings. The event ended with a putt-for-charity finale, leaving prospects saying it exceeded expectations and redefined what an open house could be.

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My Role: CMO, Brand and Marketing Strategist

Skills: Leadership, Creative Direction, Branding, Marketing Strategy and Execution, Content writing, Graphic Design.

4th of July Promotion
A mash-up of Safe-N-Sane Fireworks and the classic 80’s Boom Box. The goal was to get the attention of key prospects and share WAC capabilities in a fun creative way.

My role was to help with ideation, overall business strategies, and the production of this fun piece.

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"When we need fresh, "outside the box" creative marketing strategies – for our clients or our internal promotions – I call on Luke."

- Doug Grant, Westamerica, CEO

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My Role: Brand and Marketing Strategist

Skills: Creative Direction, Branding, Marketing Strategy and Execution, Content writing, Graphic Design.

The goal with the Westamerica “attention strategy” was not just to tell prospects what we can do but to demonstrate capabilities in a creative way. These boxes were produced in-house and used by the sales team to reach out.

My role was to help with ideation and overall pitch strategies and help produce the final boxes as door openers.

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"We're fortunate to include Luke in our small but valuable team of strategic partners."

- Doug Grant, Westamerica, CEO

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My Role: Brand and Marketing Strategist

Skills: Creative Direction, Branding, Marketing Strategy and Execution, Content writing, and Design.

Cinco De Mayo box. We wanted to share capabilities with something fun for select clients and key prospects. Ingredients: 2 Avocados, 2 beers, lime, chips, Guac spice pack, bowl, t-shirt, coaster, and a handwritten note.

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"Luke offers a nicely balanced blend of design skills, savvy marketing know-how, and executable strategies that deliver results."

- Doug Grant, Westamerica, CEO

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My Role: Brand and Marketing Strategist

Skills: Creative Direction, Branding, Marketing Strategy and Execution, Content writing, Graphic Design.

Vineskills helps law firms get more out of Filevine, a powerful legal tech platform that can be complex to implement well. From the start, the goal was clear: build a brand that felt human, approachable, and easy to engage with.

I led the branding, website, and core collateral—shaping a clear, friendly identity that positioned Vineskills as a trusted partner, not just another legal tech vendor.

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My Role: Brand and Marketing Strategist

Skills: Leadership, Creative Direction, Branding, Marketing Strategy and Execution, Content writing, Graphic Design, and Interior Design.

GLO Manager helps construction and infrastructure teams navigate complex “Get the Lead Out” (GLO) programs with greater clarity, efficiency, and control. From the start, the goal was clear: transform a highly technical, compliance-driven process into something intuitive, scalable, and easy to adopt.

I led the naming, brand strategy, positioning, and product direction—shaping a clear, credible identity that positioned GLO Manager as a modern platform built to simplify compliance, streamline workflows, and drive measurable results. I continue to support the business as a fractional CMO, helping guide growth, messaging, and go-to-market strategy.

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My Role: Fractional CMO

Skills: Leadership, Creative Direction, Branding, Marketing Strategy and Execution, Content writing, Graphic Design, and Interior Design.

Hickory and Spice BBQ

Fresh off the national BBQ competition circuit, Pitmaster Rick Mysse (my dad) won 200+ trophies in just four years, including multiple grand championships and perfect scores.

Looking to change it up, he had a dream of bringing killer BBQ to Orange. What better way to use my creative skills than help my dad bring a dream to reality?

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My Role: Brand and Marketing Strategist, Son

Skills: Leadership, Creative Direction, Branding, Marketing Strategy and Execution, Content writing, Graphic Design, and Interior Design.

hickoryandspice.com

Active For Good is a non-profit with a dual mission to get people active while also providing life-saving packets of food to severely malnourished kids. 

Using purpose as a key motivator, Active For Good runs 30-day activity challenges where a company will sponsor their staff to get active and work together to make a difference. 

Participants download a free app, join a team, and connect a tracker before getting active to earn points. At the end of the challenge, points translate into life-saving packets of therapeutic food for severely malnourished children in the developing world. 

ActiveForGood.com

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“I’ve worked with Luke for 20+ years on multiple projects, I trust him completely. Luke does the hard work of diving into the depths of a brand, customer lifecycle, and the nuances that reflect the heart of a project.”

- Troy Hickerson, CEO

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My Role: Marketing Director, Brand Strategist

Skills: Company Naming, Creative Direction, Branding, Marketing Strategy and Execution, Product Development, Pitching and Sales, App UX/UI, and getting active to help kids.

CycleCause is the story of a family leaving it all behind to cycle across America and help malnourished children in South Sudan.

After shutting down an 18-year-old creative agency and packing up my family, I rode my bike solo across America with my family following in an RV. Starting in June 2014, the route took me north from San Diego to Portland and then east to New York City (4700 miles riding).

We then traveled back west doing group rides, speaking and inspiring others with our story along the way.

The purpose of the CycleCause adventure was to inspire others and raise awareness and money to provide life-saving therapeutic food treatments for children suffering from Severe Acute Malnutrition, one of the deadliest forms of malnutrition in Sub-Saharian Africa.

Highlights from this project include:
• Over $75,000 raised in corporate sponsorship with an additional $45,000 raised from public donations.

• Press coverage including Huffington Post, Channel 6 News, OC Register, LA Parent, LOCALE Magazine, and others.

• 270,000 life-saving meal packets donated to children in South Sudan through partnerships with World Vision and Save The Children.

• 4,170-mile bike ride in 58 days.

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My Role: Founder, Storytelling Lead, Creative Director, and Solo Bike Rider.

Skills: Naming, Branding, Creative Direction, Marketing Strategy and Execution, Project Management, Fundraising, Pitching, and riding a whole lot of miles for hungry kids.

RUTF is considered the standard of care for young children suffering from Severe Acute Malnutrition in the developing world.

This remarkable solution is trusted by leading world health organizations including UNICEF, USAID, and Doctors Without Borders.

I’ve had the privilege of working with MANA Nutrition over the past decade. They are one of the world’s largest producers of RUTF (Ready To Use Therapeutic Food). MANA now produces over 500,000 packets per day.

It’s humbling to use my skillset to help shape something that literally saves lives.

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My Role: Brand and Marketing Consultant.

Skills: Ideation, Creative Direction, Branding, Marketing Strategy and Execution, Product Development, Pitching, and Fundraising.

For Pacific Services Credit Union’s headquarters, I designed an interior graphics package that went beyond decoration—it helped shape the brand’s visual language and influence evolving brand standards. Inspired by the petal shapes of the large trees outside, that form became the anchor motif across the space in subtle and bolder applications.

The work balanced creative energy with everyday functionality, using materials and graphics that feel engaging without overwhelming employees who see them daily. The result supported ongoing branch expansion and elevated the environment to reflect both the client’s culture and the thoughtful design vision.

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My Role: Brand and Marketing Strategist

Skills: Leadership, Creative Direction, Branding, Marketing Strategy and Execution, Graphic Design, and Interior Design.

Rover ERP is a complete operations, accounting, and inventory control solution for manufacturers and distributors.

Roverdata.com

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My Role: Brand and Marketing Strategist

Skills: Creative Direction, Branding, Marketing Strategy and Execution, Content writing, Graphic Design.

JOA is a small but mighty team of creative problem solvers with expertise in managing large construction projects.

Offering a rare combination of creative problem-solving and up-front personal engagement, JOA has decades of proven success in solving complex management challenges. After 20+ years of serving the construction industry in Southern California, JOA was looking to reinvent itself with new branding.

The project went well beyond creating new visuals and included vision clarity, internal team coaching, and a new messaging platform.

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“Working with Luke was fun and adventurous. He hit a grand slam for JOA. We are excited about our new brand.”
- Jeff Oviedo, President

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My Role: Brand and Marketing Consultant.

Skills: Creative Direction, Branding, Marketing Strategy and Execution, Vision and Mission Clarity, Web Design, Team Management, and drinking too much coffee with the CEO.

To propel Triangle Square Costa Mesa into the future, they needed to go back to basics. That meant learning from the past and listening to what the community wants today.

The updated brand positioning was around the concept of play/stop and returning to the original name of Triangle Square which had equity in the community.

As a contracted strategist for Jovenville, my role included brand positioning & strategy, community surveys, and original concept development, and brainstorming with the team.

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“Luke has solutions that make me jealous I didn’t think of them first. He’s been an integral part of our strategic team at Jovenville and proven his value time and time again.”

- Joven, Jovenville CEO

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My Role: Brand Strategy and Marketing Consultant.

Skills: Branding, Creative Direction, Ideation

BAYLEY Construction has built an incredible reputation for quality and culture over 53 years.

Based on an extensive discovery we learned quickly that BAYLEY was “the best construction company that nobody knew about”. We set out on a mission to change that with a full rebrand.

I assisted the Jovenville team with a comprehensive rebranding process that included interviewing leadership, brand positioning strategy, and creative direction.

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“Luke has solutions that make me jealous I didn’t think of them first. He’s been an integral part of our strategic team at Jovenville and proven his value time and time again.”

- Joven, Jovenville CEO

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My Role: Brand and Marketing Consultant.

Skills: Branding, Creative Direction, Marketing Strategy, and Execution.

AERI is a leading distributor of hard to find electronic components.

In an industry plagued mainly by counterfeit parts, the biggest priority was to create a more polished brand through new messaging and identity. The new branding needed to reflect the ‘quality first’ approach that was already being experienced by AERI’s best clients.

The rebrand included strategy, new messaging, tagline development, new logo identity, and the relaunch of AERI’s website. I was also responsible for creating new sales tools and various collateral pieces.

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“Luke worked to understand our business. He doesn’t just build extravagant marketing pieces, but looks at the purpose behind what we do and finds ways we can get customers to convert.”
- Robb Hammond, President

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My Role: Brand and Marketing Consultant.

Skills: Branding, Creative Direction, Marketing Strategy, and Execution.

The EasyMask solves the dilemma for visitors without a mask. It’s the ideal solution for any business wanting to provide the courtesy of an inexpensive, disposable mask to maintain a safe and pleasant customer experience.

My role was to help with product ideation, overall business and got to market strategies, and help produce marketing materials to help get the word out about this new product.

MyEasyMask.com

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"We're fortunate to include Luke in our small but valuable team of strategic partners. When we need fresh, "outside the box" creative marketing strategies – for our clients or our internal promotions – I call on Luke. He offers a nicely balanced blend of design skills, savvy marketing know-how, and executable strategies that deliver results."

- Doug Grant, Westamerica, CEO

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My Role: Brand and Marketing Strategist

Skills: Creative Direction, Branding, Marketing Strategy and Execution, Content writing, Graphic Design.

Hygiene standards are top of mind for consumers in these unprecedented times. Westamerica's Antimicrobial Protection is a complete surface coating applied directly to the paper during the printing process.

When microbes land on the protected surface, they cannot survive, resulting in permanent 24/7 product protection.

My role was to help with ideation, overall business strategies, and produce some marketing materials to help get the word out about this new product.

Cleanerprint.com

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"We're fortunate to include Luke in our small but valuable team of strategic partners. When we need fresh, "outside the box" creative marketing strategies – for our clients or our internal promotions – I call on Luke. He offers a nicely balanced blend of design skills, savvy marketing know-how, and executable strategies that deliver results."

- Doug Grant, Westamerica, CEO

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My Role: Brand and Marketing Strategist

Skills: Creative Direction, Branding, Marketing Strategy and Execution, Content writing, Graphic Design.

What better way to share the love this season than wrapping your gifts in a collection of squeaky-clean wrapping paper. This stylish gift wrap has been coated with Westamerica's new Antimicrobial coating, creating a 99.9% cleaner print surface.

It was produced as a year-end gift for WAC clients and prospects; it also served as a method to get the word out about their new Antimicrobial coating.

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My Role: Brand and Marketing Strategist

Skills: Creative Direction, Branding, Marketing Strategy and Execution, Content writing, Graphic Design.

Formerly called The Rwanda 50 Mile Ride, this event is one of the premier mountain bike events on the West Coast.

Originally started in 2008 as a fundraiser for coffee growers in Rwanda – the event has raised over $1.2 million and now provides bikes to other African countries like South Africa and Eritrea.

With the expanded work into other countries and the desire to host other events, The Rwanda 50 Mile Ride needed a full rebrand, including naming and new visuals.

This event is about riding in the dirt and doing good on bikes.

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My Role: Volunteer Creative Director and long time member of the core planning team.

Skills: New Naming and re-Branding, Creative Direction, Marketing Strategy and Execution, Project Management, Fundraising, Pitching, and riding some Good Dirt while helping others.

FOMO Fit is enabling people to pursue their personal best through fitness.

They sell health activity trackers exclusively on Amazon. The goal is to provide consumers with an alternative to the more expensive wearables on the market. Typically more affordable trackers are sold straight from overseas companies and lack quality, brand aesthetic, or any US-based support team.

My role was to create the brand, including naming and visuals, oversee the design and production of bands and packaging, work with the dev team on UX/UI, and help implement a product launch strategy.

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Skills: Ideation, Creative Direction, Branding, Marketing Strategy and Execution, Product Development, Amazon Product Launch.

TechMD is an award-winning IT firm specializing in cloud solutions, cybersecurity services, strategic consulting, and managed services.

They are passionate about unleashing the awesome potential in others and bringing enterprise-level productivity, scalability, and security to small and medium businesses.

In addition to participating in monthly marketing planning sessions, I’ve consulted on numerous branding and marketing projects and designed some fun murals for the office.

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“Luke has been an integral partner to our team. He brings a unique blend of marketing strategy and creative insight, helping us keep ideas moving forward.”
- Sebastian Igreti, CEO

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My Role: Brand and Marketing Consultant.

Skills: Marketing Strategy and Execution, Creative Direction, Branding, Product Development, Ideation, and having fun with the team.

FWD exists to connect people, work on meaningful projects, and launch sustainable products.

The FWD identity system was created to be used as an overall brand for the consultancy and show up on FWD products.

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“I’ve worked with Luke for 20+ years on multiple projects, I trust him completely. Luke does the hard work of diving into the depths of a brand, customer lifecycle, and the nuances that reflect the heart of a project.”

- Troy Hickerson, CEO

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My Role: Brand and Marketing Consultant.

Skills: Creative Direction, Branding, Marketing Strategy, and drinking too much coffee with the CEO.