One creative system across real places.

Luke became Creative Director at Electric Hospitality in February 2026. He leads creative direction across the group’s public brands and connects the work across physical spaces, digital products, campaigns, menus, photography, marketing, and events.

The role includes campaign development, brand and menu design, marketing content, event production, and creative support for group initiatives such as MuchachoFest.

Hospitality design has to work in many conditions. A system must be recognizable on a phone, on a menu, on a building, in a photograph, and during a crowded live event. It also has to leave room for each restaurant to keep its own character.

Luke’s work brings those surfaces into one operating point of view. The goal is not uniformity. The goal is a clear relationship between the guest experience, the story of each place, and the daily materials that keep the business moving.

Use Electric Hospitality’s official sites for current restaurant, location, and event information. This page is the first-party summary of Luke’s role with the group.