From Evie-pedia, your personal creative strategy encyclopedia.

Evie Lugo (/ˈɛvi ˈluːɡoʊ/, EV-ee LOO-goh) is a Philadelphia-based, Phoenix-raised Mexican American creative strategist with specialities across brand strategy and research and account management.

From high school films and theater to mentoring first-gen college students, Lugo has always been drawn to connection through creativity. A true belief that thoughtful, strategic work can make things more meaningful. That belief now drives her approach in everything she does.

Interests

Evie Lugo is a self-described chronically online person. Always have, always will be.

When she isn't honing in her advertising craft, you can find her journaling, collecting stickers, taking yoga classes, and petting her cat, Rusty.

Lugo is currently:
Playing - Persona 4 Golden
Listening - Olivia Rodrigo's you seem pretty sad for a girl so in love
Reading - Lena Dunham's Famesick

Role: Account Management Intern, Creative Director for the "Mind the Gap" campaign project

Insight: Black Women are disproportionately more likely to be diagnosed with TNBC, yet lack access to both the transportation and the awareness needed to close the gap between diagnosis and care.

Inspiration: Publicis Health isn't just raising awareness. It's meeting women where they already are, using the very transportation barriers that keep them from care as the vehicle to deliver it.

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See full project here.

Role: Strategy and Research Team Leader

Insight: As digital natives, Gen Z doesn’t think about their internet provider. They expect connection as a necessity and lifeline in daily life, without a thought of who provides it.

Inspiration: To deepen connectivity and foster brand love amongst Gen Z, AT&T must act as a partner in possibility, keeping them connected to meaningful experiences that fuel their passions.

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See full project here.

Role: Creative Strategist

Insight: Owning and riding a Ford Bronco is a badge of honor, a badge that gets you into a community that values toughness, resourcefulness, and exploration.

Inspiration: Playing on the phrase "earn the badge," this campaign turns the Bronco into a literal badge of honor.

Show up, prove yourself, and Earn the Badge of being a proud Bronco owner.

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See full project here.

Role: Brand Strategy and Research Co-lead

Insight: In a world of curated feeds and collective movements, Gen Z dresses to express the self and find the community.

Inspiration: Old Navy is not chasing trends. It’s empowering Gen Z to set them, emphasizing Old Navy’s role as a brand that offers the tools, not the rules.

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See full project here.

Role: Copywriter

Insight: Culture doesn't come from the center. It comes from the subcultures, the misfits, the outsiders.

Inspiration: Converse isn't chasing culture. It's the starting point for the ones who make it, a blueprint worn throughout every genre, every movement, and every era.

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See full project here.

Role: Writer and Researcher, "Girl-ification: The Infantalization of Modern Womanhood."

Thesis: The “girl”-ification of trends, media, and popular culture perpetuates harmful stereotypes and dilutes femininity into an easily consumable product, undermining women's agency and the complexity of femininity.

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See full project here. Read the full paper here.

Lugo currently serves as Brand Coordinator at Skinny, A Creative Studio in Philadelphia, where she operates across account management and brand strategy at a growing creative start-up. She serves as the primary liaison between clients and internal teams, overseeing timelines, creative reviews, and strategic alignment, while conducting in-depth research on categories, competitors, and trends to inform new business pitches and client-facing presentations.

Prior to Skinny, she interned at Digitas Health supporting the FDA indication launch for Skyrizi, and led the Strategy and Research team for Temple University's National Student Advertising Competition, conducting 566+ research touchpoints including solo-hosting focus groups and creative testing for an AT&T brand love campaign.<sup>1

References:
1. Lugo, Evie. "Evie Lugo - Resume" (see PDF).</sup>

For any creative strategy needs (or compliments... please), please contact Evie Lugo at [email protected] or at (480)386-4009.