Eric Lucatero, senior graphic designer based in Southern California 🌞
I've been working as an independent multidisciplinary creative—before that, I spent 3 amazing years at Brandable as a Sr Design Manager. I have 2 decades of experience and won a few awards along the way 🏆
I also worked and led the brand creative at SKLZ and Clevermade as a Design Director for 10 epic years 🚀
I am fortunate to work with global brands like 👉🏽 Callaway Golf, Electrolit, BihlerFlex, Popl, Cox Communications, and American Council on Exercise
SKLZ: Athletic Training Tools
Brands/Sub-brands: SKLZ (Sports Skill), SKLZ Chrome (Gym/Performance), Pro Mini Hoop (Toys), Sport-Brella (Lifestyle)
My Role: Creative Direction • Brand Identity • Photography Direction • Packaging • Website • Brand & Product Style Guide • Graphics Team Manager
From beginner to professional elite athletes, we launched a go-to-market agility and training equipment line to help you win. Strong brand recognition in the sports training category, SKLZ is considered a pioneer and leader—Known for its quality and innovative products since its founding in 2002. Our rebranding evolution started in late 2004. I worked as their sole Graphic Designer, creating the brand's timeless creative foundation, including its identity (logo), packaging template, and aesthetic, which still holds strong equity today. Then, after quarterbacking the creative team.
VP of Marketing: Greg Shoman
Design Director: Eric Lucatero
Director of Business Development (+ Athletic Photography Advisor): James Choe
Designers: Kate Mulvey, Lucas Barbieri, Maren Reiter, Rachel Czarnecki, Ashley Young, Amanda Bloom
Photographer: Robert Benson
Videography: Hype Media
Pro Athlete Endorsers: Reggie Jackson, Derek Jeter, LaMichael James, Joe Montana, Rick Smith, Evan Longoria, Albert Pujols and more
Associated Subsidiary Brands
SKLZ Chrome – A professional, gym-quality line created exclusively for Dick’s Sporting Goods. I directed the photography and packaging design, capturing a raw, dark, and gritty aesthetic on location in a historic San Diego industrial building. The premium packaging featured metallic accents, embossed logos, and spot gloss finishes over dramatic action photography against textured walls.
Sport-Brella – A high-quality, oversized umbrella shelter line born out of necessity during a recession, helping sustain the company. I developed the brand identity to stand apart from the training line, positioning it as an everyday outdoor lifestyle brand. The line scaled successfully and became a core part of the business. (see it here)
SKLZ Pro Mini Hoop – A pro-grade toy, door-hung vinyl backboard, and hoop with a patented spring-back rim. Inspired by the Sr. Strategic Account Manager and PMH Challenge Host Tim Clark’s napkin sketch and engineered with President Tom Quinn. I co-patented the final product drafts and aesthetics. The design evolved into its own standalone brand and extension line, modeled after the SKLZ identity template. (see the Pro Mini line here) [Product Video here] [Pro Mini Hoop Challenge #1 Campaign] [PMH Challenge #2 Campaign, me in frame 0:53 to the right, grey shirt]
Check out 👀 more of my work
I appreciate you if you scrolled until here 🤝🏽 My work has also been on the shelves of major big box stores. Feel free to reach out 👋🏽
See my projects by category.
