About Lula
Built on purpose.
“After 25 years, I decided it was time to build something of my own — and do it the way I always believed it should be done.”
Steve Duncan
Founder & Creative Director, Lula Creative
How it started
A brand designer in Edmonton with 25 years of experience — and something to prove.
Over 25 years working inside studios and organizations, I built brands, led creative, and did work I was genuinely proud of. But it was always under someone else’s name, toward someone else’s vision, with someone else making the final call.
Eventually that stops being enough. Lula Creative is what happened when I decided to find out what I could build when the decisions were mine.
“I understood what my clients were feeling before I ever had a client. I’d been on that side of the table too.”
How we work
You’ll always know who’s working on your project.
When you work with Lula, you work directly with me. I lead every project from the first conversation through to final delivery — no account managers, no handoffs to someone you’ve never met.
For larger projects that call for it, I work with a trusted network of collaborators — developers, photographers, copywriters — people I’ve worked with long enough to vouch for. But the creative direction, and the responsibility for the outcome, stays with me.
I don’t move on from a project until it’s right. That’s not something I say — it’s just how I’m wired.
The name
Named after my grandmother.
Lula was the only grandparent I really knew growing up. She was important to me in the way very few people are. And she never cut corners — not once, not ever.
When it came time to name the studio, there was only one name that felt right.
What we stand for
Three things that don’t move.
01
The work is what matters.
Everything else — timelines, conversations, revisions — organizes itself around making the work right. Not good enough. Right.
02
Transparency isn’t optional.
Process is a tool, not a shield. We use it when it helps and set it aside when it gets in the way. You’ll always know where things stand.
03
You know who’s responsible.
The person you talk to is the person leading your project. Collaborators come in when the work calls for it — but the creative direction and accountability don’t move.
Transparency in practice
We publish our own brand guide. Openly.
Most studios talk about transparency. We decided to demonstrate it. The Lula Creative brand guide — our colours, typography, logo usage, voice, and how we work — is published in full and available to anyone. If you’re going to trust us with your brand, you deserve to see how we handle our own.
View the Lula brand guide →
“If you wouldn’t apply a standard to your own brand, you have no business applying it to someone else’s.”
Steve Duncan, Founder
Our process
Every project follows the same five stages. No shortcuts.
Discovery, strategy, development, refinement, handoff. The depth changes with the scope. The commitment to doing it properly doesn’t.
See how we work →
If this sounds like the right fit —
The first conversation is free and commits you to nothing. Let’s just talk.