Raul Pete Lugo | Independent Creative Director & Designer

"Good taste
takes time."

About

Building brands that look more expensive than they are.

Independent creative director and designer with 14 years of experience turning ideas into visual worlds. My work spans brand identity, websites, campaigns, editorial design, and film. I move between creative direction and hands-on execution, taking projects from the first idea through the finished work. Known for elevated taste, calm execution, and a strong point of view.

Speciality

Creative direction
Brand identity + digital
Campaigns + film

Tools

InDesign · Illustrator
Photoshop
Claude · AI prototyping

Based in

San Diego, CA
Available remote

Experience

14 years
Agencies + brands

View full résumé →

Selected
Work.

Creative direction across brand, digital experiences, campaigns, and content.

Sofé · Skincare Ecommerce

Creative Direction · Ecommerce · Shopify · Brand Experience

Creative direction and end-to-end Shopify design for Sofé—a skincare ecommerce experience created to make personalized routines feel clear, inclusive, and elevated.

Recoverly · Revenue Recovery Platform

Creative Direction · Brand Identity · Website Design · AI-Assisted Prototype

Brand identity, website design, and working product prototype for Recoverly—an AI-assisted platform that helps home-service contractors identify revenue sitting in unclosed estimates and create thoughtful customer follow-ups.

Rosebud · Film-Crew Referral Platform

Creative Direction · Brand Identity · Digital Experience · AI-Assisted Prototype

Concept, identity, and working prototype for Rosebud—a referral platform where film crews vouch for the people they would hire again, turning real working relationships into verified proof.

Above Modern · Luxury Property Websites

Above Modern Luxury Property Website Platform

Above Modern Property Website — 17412 La Brisa

Above Modern Property Website — Las Colinas Estate

Creative Direction · Website Design · Product Concept · Editorial Systems

Creative direction, product concept, and website design for Above Modern—a platform created to give luxury property marketing a more editorial, considered point of view.

Advisory San Diego · Luxury Brand Flipbook

Creative Direction · Editorial Design · InDesign · Content Strategy

Full brand identity and luxury flipbook for a boutique San Diego real estate team. Directed the visual language, typography system, photography curation, and editorial layout across 37 pages.

Madison on Park · Menu Design

Editorial Design · Typography · Print Production · Hospitality

Menu design for Madison on Park — an award-winning San Diego restaurant with Michelin-recognized chefs. Typography system, layout, and print production directed from concept to delivery.