A Generational Creative Story at emagine

The Beginning: Barnes & Noble, Providence, 2007

Back in 2007, I interviewed a guy named Chris Lucock at the Barnes & Noble café in Providence, RI. No fancy boardroom. Just two guys over coffee. Within five minutes, I knew he was different. Quick wit, British humor, and this spark of creativity that jumped off him before he even showed me a portfolio.

Hiring him as emagine’s Creative Director turned out to be one of the best decisions Brett and I ever made.

The Creative Engine of emagine

For 17 years, Chris wasn’t just a colleague—he became a true friend. We built so much together. Pitched new business, crafted campaigns that put us on the map, and had these brainstorming sessions that could go for hours.

He never phoned it in. He never got stale. And I never had to push him to keep growing—he just loved the work. That passion was contagious.

Chris was also the guy in the office by 6 AM every day (back when we had an office). And in the warmer months of New England, he’d ride his bicycle 20+ miles each way to and from work—then dive right into a full day of creative leadership without missing a beat. That’s who he was. Full tilt, every day.

But it wasn’t just about his own output. What made Chris great was the way he mentored younger creatives, the way he was respected (and loved) by employees and clients alike. He carried the creative culture at emagine for nearly two decades.

Enter the Next Generation

Around 2018, Chris came to me and said, “Would you be open to giving my daughter Grace a shot as a design intern?”

Brett and I trusted him, so it was an easy yes. Honestly, I thought it might just be a nice opportunity for her to test the waters. But it quickly became clear—this wasn’t going to be some “intern experiment.”

Grace had the goods.

Her creativity, her design instincts, her ability to articulate ideas clearly and confidently… it was all there. And then there’s the Lucock personality—magnetic, sharp, fun to be around. People gravitated to her.

Beyond Expectations

What’s been most gratifying for me is seeing how much Grace has already contributed to emagine’s creative growth—in ways I didn’t even foresee. She’s not just carrying the torch; she’s reshaping it, pushing us into new creative directions that feel fresh, bold, and distinctly hers.

That kind of impact doesn’t happen by accident. It happens when talent meets work ethic, and when someone has both the raw skills and the personality to lead.

A Generational Shift

Fast forward: Chris retired in early 2024. And last month, Grace officially stepped into the role of Creative Director.

That’s not just a promotion. It’s a generational story. A family legacy woven into the DNA of our company.

And for me, it’s been an absolute joy to watch it unfold—and to know the creative future of emagine is in such good hands.