Career Profile

Luis Rivera

About Me //

Creative design and art direction has been my life's passion for as long as I can remember. From a young age I knew I wanted to beautify the world around me. At Hunter College, I was consistently on the Dean's list and graduated with honors. I furthered my education with a master’s in Communication Design from the Pratt Institute, where I graduated cum laude.

My career experiences have honed my expertise in an extensive array of marketing venues, from print advertising and direct mail pieces, to social media outlets and web design. My career started in 1994 at Time Inc.'s Sports Illustrated, successfully designing hundreds of issues, including their high profile Swimsuit and commemorative Michael Jordan issues. With this success, I was tasked with the challenge of redesigning some of Time Inc.'s signature web sites, such as People, Sports Illustrated and Real Simple. I was further tasked with Time Inc.'s CEO-led special project, Get Organized America, launched by Real Simple magazine. This star-studded sponsorship program, featuring Sarah Jessica Parker and Caroline Kennedy, generated five days of morning news TV coverage. As the creative director for the program, I was responsible for leading the team on all of the visuals promoting this three-day event in Central Park. In addition I created all the collateral pieces for the benefit dinner at the Time Warner Center, a fully integrated multimedia communications campaign (TV, radio, print, online, direct mail). I continued at Time Inc. with a series of special projects until making my way to Los Angeles in 2009.

After landing on the "left coast" I have led campaigns for e-commerce company cocodot and beauty empire Paul Mitchell. My current skill set allows me to work in my home studio or in a client's office. When not making the world a more beautiful place, I enjoy boxing, landscaping, and renovating my Spanish-style home.

Education //

Pratt Institute, New York City
Master of Science
Communication Design
Honors; Cum Laude

Hunter College, New York City
Bachelor of Arts
Media and Studio Arts
Honors; Dean's List

English and Spanish

Business Chronology //

Empire Property Group

Consulting Art Director

  • Art directed and designed integrated, strategic advertising and marketing campaigns, print collateral, web interfaces, by collaborating with director of operations, copywriters and strategy team, to develop concepts for a portfolio of five luxury apartment residences.
  • Successfully directed and implemented all facets of corporate-identity project, including logo, advertisements, and website.
Sempra Energy

Senior Creative Services and Branding Advisor

  • Manage and create all company photo shoots.
  • Creative Services advisor for Agriculture and Trade Pro programs.
  • Provide art direction on brochure photography shoots.
  • Conceptualize and design sets for studio photography.
  • Hire and oversee photography teams; scout photo shoot locations.
  • Partner with marketing advisors to develop creative direction for each program.
  • Create and maintain budgets; maintain relationships with vendors; handle contract negotiations and annual budget review process.
23andMe (A Google Company)

Consulting Senior Art Director

  • Develop and design online banners and presentations for the marketing team.
Paul Mitchell Systems

Senior Art Director

  • Created multiple package design directions and produced the final designs for various Paul Mitchell brands, such as Awapuhi and Tea Tree.
  • Designed and executed catalogs, marketing collateral, advertisements, and promotional packages for the Paul Mitchell Curls and Prom campaign, and Make Headlines brochure.
  • Delivered creative solutions that consistently met client deadlines.
cocodot (Ecommerce and Online Greeting Cards)

Art Director

  • Visual and aesthetic steward of the brand vision. Responsible for the design of all content.
  • Managed the company’s art department team of three designers.
  • Led creative team and worked alongside editors and VP of Marketing to determine objectives, budget, styles and techniques for every project.
  • Managed and oversaw redesigns, marketing materials, sales proposals, direct mail, website modules, e-newsletters, etc.
  • Managed workflow to ensure deadlines were achieved.
  • Led and mentored junior designers to help them perform and grow.
  • Worked closely with web team and online director to continually evolve website and increase online activity, including emails, banners, online campaigns, etc.
People, Health and Rachael Ray Magazine

Consulting Art Director/Senior Designer

  • Oversaw all aspects of design and implementation.
  • Guided the marketing department in the development of “People Live”.
  • Designed all collateral pieces from ads and signage, to mini-magazines and recaps for "People Live" multi-sponsored event.
  • Researched and selected vendors, negotiated budgets, and created schedules.
  • Produced creative solutions that maintained design integrity and met or surpassed quality standards on schedule and within budget.
Real Simple Magazine

Art Director

  • Managed creative staff of five.
  • Created brand extension book for marketing department.
  • Directed designers in the creation of cookbooks and marketing collaterals.
  • Designed media kit and sales sheets.
  • Implemented designs for all media events.
  • Directed all photo shoots.
  • Designed event posters, bus and outdoor signage, facade design, logo, attraction graphics, flyers, invitations, t-shirts, auction catalogue, website pop-ups and website presentations to pitch to new and existing clients.
Time Inc. Consumer Marketing Promotions Department

Web Designer

Designed all websites and related materials for numerous Time Inc. magazines including: Fortune, Sports Illustrated, Time, Real Simple, InStyle, People, Money, Entertainment Weekly, People, People en Español, Cooking Light, Essence and Health magazine.

  • Created websites, landing pages and front pages.
  • Designed pop-ups, banners, buttons, emails, and order forms.
  • Directed programmers regarding the functionality of the various websites.
Sports Illustrated Magazine

Assistant Art Director / Art Director special issues

  • Demonstrated in-depth understanding of typography, photography, artwork selection, pre-press, proofing marks, and print production.
  • Designed and implement branding and corporate identity graphics standards.
  • Developed creative concepts for marketing and sales for the magazine.
  • Created magazine layout designs by specifying illustrations and maps.
  • Ensured that the layouts were produced in time to meet production schedule.
  • Creative process skills learned, honed and perfected at the magazine led to winning multiple awards from the Society of Publication Design.

Specialties //

Brand Strategy + Management

  • Brand identity review
  • Brand guideline review
  • Brand value + positioning
  • Website development
  • Creative strategy + direction

Marketing Strategy + Management

  • Marketing communications
    (online + print)
  • Creative strategy + direction
  • E-mail + interactive marketing
  • Social media design integration
  • Events and community building
  • Integrated marketing
  • Advertising
  • Direct mail and promotional campaign
  • Budget analysis + management
  • Marketing planning + scheduling
  • Vendor outsourcing
  • Creative outsourcing

Assessment & Analysis

  • Creative processes
  • Work flow + processes
  • Project management
  • Departmental structure and job descriptions
  • Internal communication methods
  • Staff management
  • Short and long-term goals and needs

Clients //

Acuestic Records

All You Magazine

City of West Hollywood


Cooking in Concert

Cooking Light

Diva Greetings

DonatWald + Haque

Entertainment Weekly

Essence Magazine

Every Day with Rachael Ray

Fortune Magazine

Group Gallatin

Health Magazine

Ignite Productions

InStyle Magazine

Money Magazine

People Magazine

People en Español Magazine

Reader's Digest

Real Simple Magazine

Rodale Publications

Rosenblatt Productions


Southern California Gas Company

Sports Illustrated Magazine

StyleWatch Magazine

Time Inc.

Time Inc. Consumer Marketing

Time Warner

Women's Health Magazine