Edwin Acuna
Tustin,CA
Summary
Creative Director & Designer with a strong background in fashion, skateboarding, and culturally driven branding. Co-founder of ERASED Project, with experience leading brand identity, visual design, and creative campaigns. Known for crafting narratives and visuals that resonate deeply with communities, while bridging the gap between digital storytelling and real-world authenticity. Partnered with creators like Luis Mora and collaborated with brands including Thrasher Magazine, Lakai Shoes, and XLARGE Japan. Skilled in connecting creative direction with cultural relevance across design, photography, and marketing.
Overview
8
8
years of professional experience
Work History
Creative Director / Designer
Erased Project
11.2016 - 12.2024
- Launched Erased Project, an independent streetwear brand rooted in visual storytelling, subculture, and community. Led the brand from concept to launch, overseeing all aspects of creative direction, design, and execution.
- Designed and developed seasonal apparel collections, managing every stage from sketching and sampling to production while maintaining a clear and consistent creative voice.
- Directed all brand visuals, including lookbooks, campaigns, and product imagery. Personally shot and edited every campaign in-house to shape a strong, recognizable visual identity across platforms.
- Managed Erased Project’s digital presence across Instagram, email marketing, and campaign rollouts, focusing on intentional storytelling and organic engagement.
- Maintained a consistent tone and aesthetic across all channels while adapting to cultural shifts and internet trends to keep the brand relevant and connected to its audience.
- Led creative direction for collaborations with Thrasher Magazine, Lakai Shoes, and XLARGE Japan. Handled all concept development, asset creation, and campaign execution.
- Collaborated directly with brand partners, printers, and marketing teams to ensure every touchpoint stayed aligned with the creative vision and met quality standards.
- Managed timelines and production schedules for all campaigns and collections, balancing creative demands with operational needs to ensure smooth launches from start to finish.
Brand Development Manager /Creative Director /Graphic Designer
Aura Skateboards
12.2023 - 12.2024
- Led early brand development for Luis Mora’s skateboarding company, including visual identity, tone, and creative direction.
- Designed the original logo and branding assets to align with Luis’s personal brand while establishing a standalone aesthetic.
- Helped define the brand’s voice and positioning in the skate market, blending core culture sensibility with digital-native energy.
- Created strategic content and social rollout plans, contributing to the brand’s rapid growth to nearly 30,000 followers on Instagram in under a year.
- Consulted on product development and marketing direction to ensure consistency across all consumer touchpoints.
Creative Producer / Art Director
Glow 2024
12.2022 - 07.2024
- Directed the full visual identity for Glow, a feature-length skate film by Luis Mora, overseeing all creative assets from conception to release.
- Designed the film’s logo, official poster, and promotional materials, crafting a cohesive aesthetic that matched the film’s tone and narrative.
- Shot and curated photography used across marketing platforms, establishing a distinctive visual language for the project.
- Developed and executed targeted email marketing campaigns and Instagram Story ads to promote screenings and ticket sales.
- Led the creative direction for event collateral including digital and physical tickets, ensuring consistency across every audience touchpoint.
- Collaborated closely with Luis Mora to maintain visual alignment between the film’s artistic vision and its promotional rollouts.
Creative Strategist
Luis Mora
05.2017 - 11.2024
- Provided creative direction and strategy for Luis Mora, a skateboarding content creator with over 1.7M subscribers on YouTube and 400K+ followers on Instagram.
- Helped establish Luis as a respected voice in the skateboarding industry despite initial pushback from core skate culture against influencer-driven content.
- Developed content strategies that balanced skate credibility with platform-optimized storytelling, allowing him to grow his audience and gain legitimacy within the scene.
- Worked closely with Luis to craft video ideas, structure narrative arcs, and refine messaging that honored skateboarding’s authenticity while leveraging digital trends.
- Collaborated on thumbnail design and copywriting to align with the visual language of skate media while maximizing audience engagement on YouTube.
- Played a key role in helping Luis gain access to legacy institutions like Thrasher Magazine and The Nine Club, fostering connections that led to interviews and coverage.
- Acted as a cultural bridge between new media and traditional skateboarding industry figures, creating strategy decks and narratives that positioned Luis as an asset, not a threat.
- Provided ongoing brand and aesthetic consulting to maintain Luis’s voice, image, and values across evolving content formats.
- Contributed to Luis’s ascent as the most-followed skateboarding content creator on YouTube by ensuring brand alignment and calculated content positioning.
- Successfully helped shift the perception of influencer-led skateboarding content within the broader industry through thoughtful storytelling, authenticity, and strategic branding.
Education
High School Diploma -
Palmdale High School
Palmdale, CA05-2010
Skills
- CRM management
- Content development
- E-commerce strategy
- Influencer partnerships
- Social media strategy
- Social media campaigns
- Marketing communications
- Creative direction
- Brand strategy
Languages
English
Native or Bilingual
Spanish
Native or Bilingual
Timeline
Brand Development Manager /Creative Director /Graphic Designer
Aura Skateboards
12.2023 - 12.2024
Creative Producer / Art Director
Glow 2024
12.2022 - 07.2024
Creative Strategist
Luis Mora
05.2017 - 11.2024
Creative Director / Designer
Erased Project
11.2016 - 12.2024
High School Diploma -
Palmdale High School
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