Luci Creative, an award-winning experience design studio for museums and brands, continues its steady growth by adding Michelle Reeb as Creative Director. Bringing over two decades of international experience from acclaimed firms such as Pentagram, Ralph Appelbaum Associates (RAA), and G&A, Michelle joins Luci’s dynamic creative leadership—a team already led by Farah Ahmed and Marianne Schuit, rounding out an all-female group of Creative Directors.

In an industry often defined by male leadership, Luci stands out for its dedication to championing women’s voices. United by a passion for bold and purposeful design, the Creative Director team applies Luci’s signature emotional intelligence to every facet of their practice. This means fostering collaboration, asking the questions behind the question, and ensuring every decision is driven by both head and heart. The team is known for a listening-driven approach, actively involving clients and championing the perspective of visitors throughout the design process. This guest advocacy ensures that every museum exhibit or brand environment Luci crafts is not only visually striking and innovative but also deeply meaningful to its audience.

“I’m proud to work alongside leaders who prove every day that emotional intelligence isn’t a ‘soft skill’—it’s a powerful transformative force that ensures our work is innovative and deeply human-centered,” says AJ Goehle, CEO. 

For Farah Ahmed, emotional intelligence drives both project outcomes and internal culture: “The strength of our team is central to our mission. Not every company culture is as genuine and compelling as Luci’s, and this stems from strong female leadership that prioritizes the well-being of each team member, fostering a healthy, energetic environment that fuels our work. It’s the secret ingredient behind the success of our projects.”

“At Luci, we approach experience design with sensitivity and thoughtfulness,” said Michelle Reeb. “We integrate new technologies seamlessly into our storytelling, ensuring innovation never overpowers the human element. Being part of this leadership team is empowering, and I hope it inspires more women in our field.” 

Marianne Schuit, the team’s Executive Creative Director, added that having women at the helm provides distinct advantages to Luci’s creative process. “We approach challenges with empathy, nuance, and a bit of common sense.” She also has big ambitions. “My role enables me to mentor at a more direct and personal level, empowering the next generation of creatives. We want Luci to be the top experience design firm, creating unforgettable experiences.”