about
welcome
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portfolio
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©2026
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crafting since 2012
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I’m Rob Lacy — a Design Director and Brand Strategist with 12+ years of experience building scalable visual systems that drive business growth.
I specialize in translating high-level business goals into distinctive brand identities and high-performance creative campaigns. My background spans leading creative teams, modernizing legacy brands, and executing cohesive design languages across web, physical, and digital environments.
I've been in Phoenix, AZ with my wife and two beautiful kids for the past three years. And yes, I don't mind the heat.
education
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education
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Bachelor's in Graphic Design
Colorado State University
2008 - 2012
Specialized in user interface, digital and graphic design.
Bachelor's in Graphic Design
Colorado State University
2008 - 2012
Specialized in user interface, digital and graphic design.
Years of Experience
Successful Projects
Awards Won
experience
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experience
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experience
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Principal Designer
The Perfect Workout
2024 — Present
Directed the creative vision for the FastFit ecosystem, unifying the visual language across hardware, mobile, and marketing channels. Transformed technical workout data into a polished, intuitive interface while leading all brand-side execution—ensuring a seamless aesthetic from the first ad impression to the final workout rep.
Principal Designer
The Perfect Workout
2024 — Present
Directed the creative vision for the FastFit ecosystem, unifying the visual language across hardware, mobile, and marketing channels. Transformed technical workout data into a polished, intuitive interface while leading all brand-side execution—ensuring a seamless aesthetic from the first ad impression to the final workout rep.
Principal Designer
The Perfect Workout
2024 — Present
Directed the creative vision for the FastFit ecosystem, unifying the visual language across hardware, mobile, and marketing channels. Transformed technical workout data into a polished, intuitive interface while leading all brand-side execution—ensuring a seamless aesthetic from the first ad impression to the final workout rep.
Design Director
Bolder Creative Studios
2023 - 2024
Directed brand strategy for key client accounts, maintaining full creative ownership while presenting high-level concepts directly to C-Suite executives. Combined hands-on execution with strategic oversight, designing comprehensive brand systems and high-converting web experiences that simplified complex business requirements into clear, compelling visuals.
Design Director
Bolder Creative Studios
2023 - 2024
Directed brand strategy for key client accounts, maintaining full creative ownership while presenting high-level concepts directly to C-Suite executives. Combined hands-on execution with strategic oversight, designing comprehensive brand systems and high-converting web experiences that simplified complex business requirements into clear, compelling visuals.
Design Director
Bolder Creative Studios
2023 - 2024
Directed brand strategy for key client accounts, maintaining full creative ownership while presenting high-level concepts directly to C-Suite executives. Combined hands-on execution with strategic oversight, designing comprehensive brand systems and high-converting web experiences that simplified complex business requirements into clear, compelling visuals.
Creative Director
Atlas Brand Co.
2021 - 2023
Directed the end-to-end brand strategy to drive member engagement and retention. Led the creative vision for cross-channel campaigns, ensuring a unified visual identity that seamlessly connected high-impact marketing assets with the user's daily experience.
Creative Director
Atlas Brand Co.
2021 - 2023
Directed the end-to-end brand strategy to drive member engagement and retention. Led the creative vision for cross-channel campaigns, ensuring a unified visual identity that seamlessly connected high-impact marketing assets with the user's daily experience.
Creative Director
Atlas Brand Co.
2021 - 2023
Directed the end-to-end brand strategy to drive member engagement and retention. Led the creative vision for cross-channel campaigns, ensuring a unified visual identity that seamlessly connected high-impact marketing assets with the user's daily experience.
Lead Designer
Madwire
2013 - 2021
Managed and mentored a team of eight designers, establishing creative standards that resulted in the group ranking as the top production unit for three consecutive years. Directed the visual strategy for high-volume output, advocating for design integrity and brand consistency within a fast-paced, performance-driven environment.
Lead Designer
Madwire
2013 - 2021
Managed and mentored a team of eight designers, establishing creative standards that resulted in the group ranking as the top production unit for three consecutive years. Directed the visual strategy for high-volume output, advocating for design integrity and brand consistency within a fast-paced, performance-driven environment.
Lead Designer
Madwire
2013 - 2021
Managed and mentored a team of eight designers, establishing creative standards that resulted in the group ranking as the top production unit for three consecutive years. Directed the visual strategy for high-volume output, advocating for design integrity and brand consistency within a fast-paced, performance-driven environment.