About - Lukasz Kulakowski

Hi, I'm Lukasz. Creative problems are rarely just creative problems. → Let's talk.

Twenty years of brand work teaches you a few things. One of them is that creative problems are rarely just creative problems. I'm a Creative Director with a background that spans Ogilvy, independent studios in Ireland and Poland, and a stretch at Web Summit, where I scaled the brand through some genuinely chaotic growth. Along the way I've worked with Unilever, Diageo, Danone, Abbott, Bank of Ireland, AIB - and founders who were building from nothing. The categories change. The underlying work doesn't, really.

What I do is sit at the intersection of brand strategy, creative leadership, and the organisational structure that makes both sustainable. Building visual systems is one part of it. Building the team, the feedback loops, and the decision-making clarity that keeps quality consistent as things scale - that's the other part, and usually the harder one. I move across industries without much friction. FMCG, finance, tech, pharma, education - the specifics shift, but the fundamentals hold. I'm also genuinely interested in where the tools are going. I use AI where it adds actual speed and leverage, not because it's expected.

None of this is theoretical for me, and none of it is delegated. I still design. Across touchpoints, not just one. My background started in analog technique - materials, workshop prototyping, technical drawing - before it moved through photography, experiential and print design, and into digital and motion art direction. That range isn't a portfolio flex, it's how I actually work: I can take a brand from a sketch on paper to a photo shoot to a motion sequence to a live experience, without handing the thread to someone else to hold. It's what makes me effective as a founding designer or fractional Creative Director - someone who can set the strategic frame and then physically build the first version of it, across whatever medium the problem actually calls for.

email: lukasz@emptypage.pl
LinkedIn: @lukaszkulakowski