This month, we’re excited to shine the spotlight on Ed Luttrell, our talented and multi-skilled Creative Operations Manager. From designing impactful campaigns to capturing unforgettable moments, Ed plays a vital role in telling NCFL’s story—visually, emotionally, and authentically.
Getting Started at NCFL
What inspired you to join New Concepts for Living?
I was ready for a new chapter, and one of my closest friends, Tom Rizast, often spoke about how much he enjoyed his role at New Concepts for Living. When he mentioned that NCFL was looking for a Creative Manager, he generously passed along my resume and portfolio to Steve. The rest is history. I’m incredibly grateful to Tom for his trust and support—I truly love being part of the NCFL team!
The Art of the Role
Can you describe your role as Creative Operations Manager and what a typical day looks like for you?
As a designer, this is the kind of role you dream about. I get to work across brand design, social media, promotions, web design, animation, photography, retouching, video, and even 3D modeling and printing. No two days are the same, and that’s what makes it so rewarding and creatively fulfilling.
What has been your favorite project so far at NCFL?
Oh wow—there are so many! But if I had to pick just one, it would be the video we created featuring one of our participants, Sean. He’s an absolute joy to be around—always cracking jokes and making everyone laugh. We filmed a segment with Sean to open our golf outing dinner, and he absolutely nailed it. It was such a meaningful moment to see him thriving in his element—and even more powerful to watch the entire room laugh along with him. That day was truly special for all of us.
What’s something about your job that people might not realize?
One of my main goals at NCFL is to create a consistent visual identity for our brand. What does that really mean? It means that no matter where you encounter NCFL—whether it’s a flyer, the website, a video, or social media—it all looks and feels unified. One clear visual language across all touchpoints. That consistency helps build recognition, trust, and a stronger connection with our audience.
Creativity That Makes a Difference
What’s something you’ve learned since joining the NCFL team?
I’ve come to realize that this is so much more than just a job. It might sound cliché, but it’s the truth. The participants and the support teams are a constant source of inspiration. Even in my short time at NCFL, I’ve seen firsthand how our Direct Support Professionals truly enhance the lives of the individuals we serve. Whether in our community residences or at the Achievement Centers, our DSPs are the real heroes.
How do you see your work contributing to NCFL’s mission?
I’m fortunate to work on many projects that are guardian- and donor-facing, which means I get to see the impact of my work in real time. When a design, photo, or retouched image I’ve created helps inspire someone to support our mission, I know I’m doing my job. It’s incredibly rewarding to see creativity directly contribute to such a meaningful cause.
Outside the Office
What do you enjoy doing outside of work?
I love listening to music, capturing landscapes through photography, playing video games, and designing custom skateboard decks. But most of all, I enjoy spending time with my amazing wife, Kathy, and our dog, Thunder.
Do you have a favorite artist, designer, or creative influence?
My favorite artist would probably be Jim (Jimbo) Phillips Sr. Who’s that, you ask? He’s the original designer behind the iconic Santa Cruz Skateboards logo. His bold, edgy style helped define the visual language of punk and skateboarding culture. An absolute design legend—check him out!
What’s a fun fact about you that people might not know?
I’ve seen Pearl Jam live over 40 times. If you know, you know. Let’s just say it was a bit of an obsession in my 20s and 30s—no regrets! 😄
From setting the tone for our visual storytelling to celebrating the spirit of our community through design, Ed’s creativity makes a lasting impression. His passion, talent, and heart help NCFL connect with families, guardians, donors, and the broader community in a truly meaningful way.
We’re lucky to have Ed on our team—and we look forward to all the stories he’ll continue to help us tell.
