Exploring Life & Business with Paul Lukes of smART minds

Today we’d like to introduce you to Paul Lukes.

Paul, we appreciate you taking the time to share your story with us today. Where does your story begin?
I’ve been a creative/artist since I could hold a pencil and I designed my first logo by hand at age 15. I’ve always known I was going to be a graphic designer, even before I knew what the job entailed. I’ve been drawing lettering and other ephemera for a long time so it was a natural transition.

Started with concert/club flyers in college and have evolved into doing album art and branding for some of my favorite groups and artists. My wife is an ultra-talented writer and we often tag team projects that might need both written and visual pieces to be created.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall, and if not, what were the challenges you’ve had to overcome?
I don’t think anything is ever a smooth road, but the bumps are to be expected and are part of the fun of the journey. First of all, I graduated college in 2008, during the recession so finding work was tricky. So coming right out into a market where people were not spending a lot was a good learning curve. It taught me real fast that you have to push hard to get noticed and sell yourself as a creative, but most of all, the work has to be top-notch.

If the work isn’t good, you’ll never get hired. In addition, another challenge in my particular field is the ever-evolving technology that I have to keep up with. Just when I learn one new application, it becomes obsolete and I have to learn another one. So it’s important to be someone who can learn quickly, adapt, and keep things moving if you want to be a successful creative. You’ve got to be excited about learning and tackling different challenges.

As you know, we’re big fans of smART minds. For our readers who might not be as familiar what can you tell them about the brand?
We are a branding strategy and design firm for musicians and other creatives (who aren’t designers). We specialize in helping artists, musicians, and small businesses showcase the essence of their offerings, whether it’s music, food, or anything else. We are known for being versatile, thinking strategically, and delivering a unique brand of solution that you might not get from a typical agency.

Additionally, we’re well versed in all things music industry so we bring that added knowledge to the table when working with artists. We know what works and what doesn’t in the market and we help guide our clients toward success. I’d say I am most proud of the work I was able to create for my late friend Tim “The Gift of Gab” Parker, the legendary emcee from Blackalicious.

He was a good friend of ours and passed away a couple of years ago, so just the fact I was able to create the artwork for his last record means a whole lot to me. Takes a lot of trust for an artist to allow me to create their album artwork so it’s a very bittersweet feeling I have about it.

How do you define success?
Leaving the world better than it was when you found it, first and foremost. That above all else. But personal success for me means to be doing what I love and making a comfortable living while doing so. For me, doing what I love is an important piece about making sure my work positively affects the world and creates some sort of positive change. Or at the very least, doesn’t harm anyone.

We won’t create any work that goes against our ethics or values. Nothing objectifying women, promoting drugs or alcohol, or hatred of any kind. There’s a lot of money if you’re a designer with no spine, but we prefer to stand for a very specific set of principles and create work that backs that up. For more info on this, feel free to see the ethics page on our website.

Contact Info:

• Website: www.smartmindsthinkalike.com
• Instagram: @smart_minds
• Facebook: https://www.facebook.com/paullukes
• Linkedin: https://www.linkedin.com/in/paul-lukes-906608134/

Image Credits
John Robson for Toolbox Creative and Smart Minds/Paul Lukes