Luke Norrad

Luke Norrad is a graphic designer focused on brand identity, typography and illustration. His work explores expressive lettering and visual systems, often within restaurant and culture-driven projects. He works across identity, packaging, and campaigns to create cohesive and character-driven brands.

Freelance Designer & Illustrator at Luke Norrad Design (2013 – Present)

• Led brand identity, typography, illustration, and packaging projects for clients across hospitality, culture, retail, and technology
• Developed concept-driven visual systems spanning identity, packaging, and campaign applications
• Managed projects from initial concept through production, collaborating directly with clients, suppliers and external partners
• Balanced multiple concurrent projects while maintaining consistent creative direction and delivery timelines

Board of Directors at Canadian Typography Archives (2024 – Present)

• Research and documentation of archival Canadian design
• Education and public speaking to promote the CTA

Senior Designer & Creative Director at Gitanes Group (2020 – 2023)

• Led brand identity and creative direction across all group concepts, including Gitanes, G Burger, Plateau, and Akachan
• Directed and developed visual identity systems across packaging, signage, digital, social, and campaign applications
• Managed and mentored a junior designer while directing external collaborators including photographers, animators, and developers
• Oversaw multiple projects and brands simultaneously, maintaining consistency and quality across a fast-paced workflow
• Managed production across packaging, apparel, signage, print, and merchandise applications

Creative Director & Designer at CUZ Skateboards (2017 – 2022)

• Led creative direction for seasonal releases across skateboards, apparel and accessories
• Designed graphics and prepared production-ready artwork for print and manufacturing
• Coordinated manufacturing and vendor relationships across packaging, apparel, and print production
• Developed campaigns, commercials, and marketing assets
• Built relationships with retail partners and managed direct-to-consumer sales

Senior Designer at Bouw Design Agency (2019 – 2020)

• Designed graphics and illustration for national museum exhibits, including didactic panels, signage, and interpretive content
• Led the design of a comprehensive wayfinding system for the Diefenbunker, aligning user experience with accessibility standards
• Developed concept artwork and presentations for client proposals and project bids
• Managed multiple concurrent projects within tight timelines, maintaining clarity, accuracy and production readiness

Bachelor of Fine Arts – NSCAD University (2007 – 2011)