We caught up with the brilliant and insightful Luke Bernard a few weeks ago and have shared our conversation below.

Luke, thanks for taking the time to share your stories with us today We’d love to hear the backstory behind a risk you’ve taken – whether big or small, walk us through what it was like and how it ultimately turned out.

In 2010, my life took a major turn as the conception of my first daughter led to a 2000 mile move across country. My personal goals and intentions got rerouted and my life turned a completely new chapter. An immediate job opportunity took roots and transformed into a 13 year career within the blossoming Arizona wine industry. This experience was huge in my personal growth and development within the world of business ..and a chapter closes. Six months ago, I took one of the biggest leaps of my life; a semi-calculated risk that was terrifying at times. The fear of the unknown future was frequent and impactful, although the feelings of excitement and desire had a much stronger magnetism. As the ascending GM of Page Springs Cellars, I took the blind leap. I respectfully bowed out and resigned from a great position to simply chase my own dreams. A random job opportunity had turned into one of the best chapters of my life, although it had nothing to do with my personal dreams that were set aside over a decade ago. These ambitions included owning my own business, as well as coaching soccer professionally (after an extensive career before having kids). I had started my own small business a year or two ago, although my profession at the time didn’t allow much time or energy for much growth. Choice Creative Culture is now an LLC that is gaining traction as an Arts company. Alongside this, I am coaching soccer for a private club and couldn’t be happier in life with how things are playing out. Many pieces are still finding their right places to settle, but a risky move has quickly shown lots of affirmation and fulfillment. With this sense of affirmation, more dreams will I chase.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Being raised in a family of artists, I’ve always been drawn to the Arts of all forms. I quickly developed a love for fine art, as well as graphic design, and started to occasionally sell artwork of mine 10 years ago. Having always been an artist, I had never entered the commercial realm of art.

While helping to run a winery over the last decade, one of the many hats that I wore was resident artist. I immediately loved the design work that supported the business and I became a brand manager. From drawing wine labels, to designing marketing material, painting murals and creating apparel, I garnered a new professional sense using a skillset that I’ve been developing my whole life. While I still create fine art of many forms, my world of graphic design and branding found a passionate niche within my dreams and desires. Choice Creative Culture now offers all forms of graphic design, but has a strong focus in brand development. Working with many Start-Ups, I strive to create a strong branded identity for theses incredible businesses. Many small businesses are very personal and passion driven. A branded identity is a reflection of this, and I love to help lean into connectivity and customization via my art. Through the development of logos or a branding package, or even a rebranding, clients are able to proudly stand behind a visual representation of their own dreams . Alongside of this core offering, Choice Creative Culture designs marketing material (ads/business cards/flyers etc.), apparel apparel, signage, and much more.
Accompanying graphic design & branding, an extensive portfolio of fine art can be found on the website or within local business throughout the Verde Valley. Much of this work is mixed media paintings and drawing often of desert landscapes, flora and fauna.

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

I love to truly connect with my clients. Open ears and eyes, alongside a very open mind, i covet connection. Connecting with a client is the first step before being able to work well together. Once there, i love to use this true connection as the hub to creating artwork and designwork, This line of work requires a deeper sense as art and visual work is so opinion based and person preference. A true connection will grow roots that help with an open line of communication and professoinal loyalty.

What do you find most rewarding about being a creative?

The most rewarding aspect to being an artist is sharing with others. Weather its showing art, gifting or sellign it, creating a custom design or helping others create, i am wired to symbiotically fill my cup through the filling of others. Art also resonates with many people in a very special way, giving me the opportunity to connect with so many.

Contact Info:

• Website: www.ChoiceCreativeCulture.com
• Instagram: @Choice_Creative_Culture
• Facebook: @Lukas Bernard