("loo-iss" not "loo-ees")
Born and raised in Brooklyn as a child of the '80s, it's hard to say where Luis' innate sophisticated style originated. More than likely, his background in architecture met up with his love of comic books when he sat down to design fashion stories, and out came the graphic yet minimalist approach seen throughout his work.
Although Luis never dreamed of being a fashion magazine art director, he knew he could do a better job than what David Pecker was publishing—and told him so. Luis spent his 20s climbing the ranks of Hachette Filipacchi's fashion titles, focusing on the promotions and advertising sides. With work on a TV show (Project Runway) and a short film (Raving) under his belt, Luis decided it was time to move on to a new magazine group in 2007. The recession, however, quickly caught up to him at Wenner Media, so Luis moved back to the editorial side of publishing, designing Niche titles such as Hamptons, Aspen, and ADW, an exclusive weekly for the Niche art department. In 2010, he returned to working with automotive, electronic, and other non-endemic advertisers when he became the Maxim marketing art director.
Many parties and model searches later, Luis started at Prevention. Similar to Maxim, the Prevention marketing team produced award-winning work before structural changes in the company pushed Luis back into the job market. At Better Homes & Gardens Luis has had the opportunity to use all of his favorite skills—sketching, comping, designing event signage and sales materials—as well as honing new skills, like improving engagement rates on eblasts and updating web pages. He loves to create large and impactful units for the enormous and dedicated audience at BH&G.
Tabletop photography and website by Madeline Vega