Eric Luther Studios

DESIGN ° client & personal work

The Native logo and its wordmark on top of the company's primary color.

The Native logo and its wordmark on top of the company's primary color.

A tilted, 3-dimensional approach gives the mark room for play when converting to other mediums and uses.

A tilted, 3-dimensional approach gives the mark room for play when converting to other mediums and uses.

Branding Native as trusted and reliable 

For our initial release to the public, I created this "teaser trailer" to give a short glimpse of what we were planning to do. And with this opportunity, I took advantage of our local surroundings to give a sense of what the company stood for. But to really have and emotional pull with our audience, I found several historical images to further backup our message and give people and urge to find out more about "Native."



"Native gives small businesses the tools needed to succeed in the economy of the future and consumers the tools needed to shop locally and efficiently. We connect small businesses to consumers through both creation of quality content as well as a robust online and mobile platform."

Example of the design for the company business cards.

Example of the design for the company business cards.

Minimal User Profile

Native Marketing & Strategy Incorporated Identity/ Branding

A company founded by Horace Clemmons, myself, and two of my good friends Ryan Tramel & Joe Mayes that currently operates in Northeast Alabama.

Native's core is all about bringing the technology that create advantages for the corporate businesses of America to the "small guys." The local business owners are in severe threat of being plunged and over-ran by these large corporate entities that me and my friends (who also grew up in my rural community) saw that we could supply a need to our once thriving community.

As a creative in this partnership, I sought to create a brand that distinguished itself and could hopefully be a beacon of hope to not only the business owners, but to the citizens as well. This is why the letter forms of the wordmark have a more "techy" or modern shape to infer that "we have the technology of today." I chose a vibrant green and a royal blue to be the color scheme for Native — this to instill the sense of growth and knowledge of what we were bringing to the community.


In compiling a short teaser video for our official opening announcement, I searched through hundreds of previously shot footage of my hometown. We really wanted to connect with the people of the area, and I felt the best way to accomplish this task was to make them feel at home — with every image, with every graphic, I tried to focus in on the experience of growing up in a rural area and what that meant in terms of the world we live in today.


With the release of our app, 

I had to closely identify with whom our target audience would be. We knew that it needed to be very simple and to the point, not having too many options for the user to get overwhelmed with. Keeping the demographic in mind, and also not forgetting where we wanted the app the be 10 years from now, we started with a 3-function wireframe. It was very difficult to hold back from the end goal, and the biggest part of that was making sure that the interface was designed so it could grow into its shoes.


The user profile also kept the basic idea, only giving us the information we needed. And with a friendly feel, the design eased the user experience. The user has the ability to upload a photo, and enter his/her contact information — this allows the user to sign up for the local lottery (which I will explain further).


"...building an app wireframe is no easy task...especially when you are dealing with an app this small..."

Building the very BASIC wireframe for this bare essentials application was no easy task...even when you are dealing with an app this small. Not that we intended to keep the user enthralled and active, but we wanted to avoid the user registering and immediately deleting the app. So allowing more user abilities (which will eventually blossom), we hopefully can achieve a high download rate and keep them checking in on the app.


Branding for JSU's 2015 undergraduate senior art exhibition — "fyi: for your information" 


Upon the arrival of earning my Bachelor of Fine Arts degree at Jacksonville State University...

My colleagues and I needed to devise a show theme to exhibit our senior projects, our "final projects."

Many great ideas were brought to the table — "FYI: For Your Information" was eventually chosen. The concept primarily revolved around the general presumption that most of the projects in the exhibition were "informational." True or not, the idea could still be looked at from several interesting perspectives. Being the closet type junkie that I am brought the primary logo (seen above in the slide, and below in its final digital version) to the table. The group accepted the design, to my surprise, and I then made further embellishments to give a more "vintage" flow to the mark. In a world of information, the acronym "fyi" has been used in mobile texting, seeping into our day-to-day vocabulary; furthermore, a social example of what is happening to information as a whole...compression. As artists, we recognize our visual responsibility to deliver messages (INFORMATION) sometimes in the most effective way.

"...humans, in an earlier time, had more appreciation and value for learning and knowledge..."

I carved the identity for the show out of a love for the way humans, in an earlier time, had more appreciation and value for learning and knowledge. The mark carries a symmetrical quality and reflects hand-drawn type. The embellishments give a more decorative quality, if you will, holding on to the level of detail many penmen sacrificed to create magnificent type-work. Then came photographing the group and layering the image of a desolate field with them scattered sporadically. This approach what a collaborative decision, but I feel it works with the style of the type. The show poster (below and above) was simply converted into the other needed marketing tools, i.e. postcards and digital campus billboards.


Logo revised & refined for Bluecoats Drum & Bugle Corps' front ensemble — "Bloopit"

The logo in use here on the "Bloopit" group page on social media.

The Bluecoats drum and bugle corps are long-term members of Drum Corps International (DCI), a governing body that facilitates a competitive drum and bugle corps tour across the United States each summer. 

Mission: The Bluecoats provide programs for youth in music and performance training. Leadership, personal, character and social development skills are emphasized through the challenge, excitement, and self-discipline presented by the corps through travel, competition, and pursuit of excellence.

The Bluecoats are a marching music education organization made up of 150 young men and women between the ages of 15 and 22. The Bluecoats were founded in 1972 as an outgrowth of the Canton Police Boys Club.

The Bluecoats are a 501(c)(3) non-profit corporation based in the Akron/Canton region of northeast Ohio.

" 'Bloopit' is an entity embodying the members of the front ensemble of the Bluecoats."

I had the great opportunity to be in the Canton, OH Bluecoats for their 2013 season. The instrument I played was within a smaller group of the full ensemble internationally renown as the "Bloopit." The name coming from an earlier group that wanted to lay a platform down to define the front ensemble of the Bluecoats. So to honor that, and with my graphic design training I wanted to "rebrand," in a sense, this entity. As you can see by their existing logo, they really needed some help — and I was proud to do it without pay.


Below is the video of our full run of the show from the year I marched:

June 30 - The front ensemble plays through their show, while warming up for their performance in New Haven, CT. Go see them and others live! Get your tickets at Film equipment and more info can be found at

Example sketch of a secondary design

Example sketch of a secondary design

Other conceptualization sketches.

My design in use on the Bloopit group page on social media.


Marketing & Advertising work for JSU

While working for the Marketing Department at Jacksonville State University, I had some great opportunities to create for them. Having marched in the band for 4 years prior to having this position, it was really cool to work on projects for them occasionally. Like this promotional piece for the Jazz Department. Dr. Nevala, the jazz professor, was very pleased. And having seen all the design work in the music hall all those years, I knew just how to approach it to make it very retro, and cool — like how you think of jazz. Sometimes...maybe. The bold dynamism of the composition throw your eye around, making you want to examine all of the poster. But the colors help you to slow down and enjoy the strong directional lines. 


"FOXTROT" Instrument Branding — Handmade Guitar series by Jesse McClendon

A few months ago I had the unique opportunity to 'brand' my brothers handmade guitar series he made in luthier school.

Seeing as the client in this case was my brother, it only made me more passionate to create a logo for his personal guitars so he could truly own them. He wanted them to be based around a militaristic concept carrying the names of familiar fighter jets from our very own American series of fighter jets. The concept took a feel when he envisioned a Russian typeface for the primary lettermark — "FOXTROT," known from the initial "F" in the US Military, became the brand of his guitars.  


The series of guitars consisted of an electric guitar, bass, and an acoustic. When I began the project, I knew I wanted my own staple to it that reflected what many guitar production companies and businesses use for their branding. The intertwining 'Foxtrot' logo was conceptualized at the beginning and stands apart from the other two.

This version was only used on the acoustic guitar (as seen to the right). The 'B-52' and 'F-16' versions were designed for the electric and bass guitars. The upward curve of the type bends perfectly with the cut of the wood for the headstock. A headstock that was designed after the Fender headstock — this curvature of the type is also reflected in Fender's logo.


Logo design for "Picketts Charge" — former local bluegrass quartet