CREATIVE DIRECTOR &
EXECUTIVE CREATIVE LEADERSHIP

ABOUT

Michelle Luk is a Creative Director with more than 27 years of experience leading multidisciplinary teams across brand systems, packaging architecture, and integrated brand platforms throughout Canada and the United States.

Her work spans CPG, wellness, lifestyle, and regulated markets, guiding brands through launch, growth, and reinvention. She has led designers, copywriters, production specialists, digital teams, and external partners, holding final creative accountability while aligning strategy with commercial performance.

Michelle founded and led MAKE, a boutique brand studio known for collaborative, category-defining work in lifestyle and CPG. Under her leadership, teams navigated complex regulatory environments, multi-SKU packaging systems, manufacturing realities, and retail demands, building brand architectures designed for clarity, scalability, and longevity.

Across both independent and agency environments, Michelle has developed brand platforms that strengthen internal alignment, differentiate in competitive markets, and perform at shelf as confidently as they do across digital ecosystems. Her approach balances disciplined strategic thinking with decisive creative direction.

She is known for cultivating strong teams and raising the standard of the work around her. She builds systems that allow brands to grow without dilution and guides repositioning, portfolio expansion, and integrated rollouts with clarity and steadiness.

Her work has been recognized by Silver Pentawards, PAC Global Awards, Creativity International, Logo Lounge, and Hermes Creative Awards. She also serves as a PAC Global Awards Judge, contributing to the evaluation of excellence in global packaging design.

See The Work

Selected brands and organizations I have led, shaped, or partnered with across independent and enterprise environments.

INDEPENDANT & FOUNDER LED

  • Autumn Sons Baking Co.

    Burnbarrel FX

    Christine LaPerriere

    Fine Tune Pilates

    GG & CO Creative

    Glenn’s Edibles

    Handfuel

    Insource Corp

    Jinlet Beverages

    Leader In Motion

    Liva Date Sugar

    Luc Seesing Machinery

    Midday Squares

    Mindful Movement Centre

    Misfitstudio

    NAGI Energy Bars

    Nomz

    PURE Batteries

    Plant 48

    The Greater Goods

    THiS Flax!

    TODO Ontario

    Torch Wellness

    Tonica Kombucha

    Sahajan Beauty

    Sarah Abaza Jewelry

    Sterling Forest Lodge

    Supreme Cannabis

    Wholesome Canine

ENTERPRISE & MULTINATIONAL

  • Campbell’s

    Cadbury Adams

    Canada Bread

    Chapmans

    Continental Foods

    General Mills

    Hershey’s

    Irving Paper

    Kraft Canada

    Kraft Mondelez

    Kroger

    Cadbury Adams

    Loblaws

    Clover Leaf

    General Mills

    Canada Bread

    ConAgra

    PepsiCo

    New Dominion Stores

    Purina

    Safeway US

    Shopper’s Drug Mart

    Pfizer

    Unilever

    VH

    Walmart Canada & US

    Weston Foods

Perspectives

“Working with Michelle fundamentally reshaped how we saw our brand. What began as a packaging project became clarity, confidence, and a strategic foundation that continues to guide our decisions.

The packaging architecture and brand system separated us on shelf, won buyers over, and gave investors something to rally behind. Glenn’s has grown year over year and is now one of the top-performing gummy brands across multiple provinces.”

Dylan Cooper, Owner, Glenn’s Edibles

“Before working with Michelle, our brand direction felt scattered. She helped us reposition Pain Punch not just as pain relief, but as a daily anti-inflammatory integrated into everyday life.

Her process sharpened our brand persona and gave us a marketing foundation we could execute with confidence. I finished the process clear, supported, and aligned in how we communicate.”

Dr. Andrew Hyman, Owner, Pain Punch

"Michelle leads with clarity and creativity, pairing sharp design instincts with a deep understanding of brand. She knows how to elevate ideas, bring fresh perspectives, and guide teams toward meaningful, memorable outcomes.

Jason Vandenberg (Designer)

“After 15 years in business, our branding no longer reflected the strength of our product. Michelle led a rebrand that clarified our positioning and brought cohesion to our packaging and communications.

Since the rebrand, our product stands out confidently on shelves across Canada. Sales increased by over 200% in new markets that picked us up post-launch, and overall sales rose by up to 30%.

Michelle translated our vision into a system that performs.”


Zoey Shamai, Owner, Tonica Kombucha

Working with Michelle is a piece of brioche (cake is far too common). Professional, strategic with an attention to detail, Michelle combines pretty much everything you’d want in a creative with pretty much everything you’d want in a human being. Like I said, brioche.

Jonathan Weiss (Copywriter)

READY TO BUILD WHAT’S NEXT?

Creative leadership. Packaging systems. Integrated brand platforms.

Let's Talk

Awards

Silver Pentawards
Creativity International Awards
PAC Global Awards
Logo Lounge Awards
Hermes Creative Awards

Education

1996-2000
Ontario College of Art + Design
Bachelor of Art
Package Design, Advertising & Communications