Artist Spotlight: Emily Butler Lue

While motorsports design was not on her radar at the beginning, this Rochester, New York native has cemented quite the name and portfolio of material with a new full-time venture. Meet Creative Director and Co-Owner at LUE Creative, Emily Butler Lue.

1️⃣ How did you get your start designing?

If we go way back, it’s probably when I drew a huge dinosaur on the wall of my childhood home in permanent marker. I was young, but I’ve always had a passion for anything creative and that passion grew as I gained more access to different media.

I was very fortunate that my high school in Victor, NY had such a strong art program with great computer facilities, and some of the most patient teachers who pushed me to pursue digital art beyond the classroom.

2️⃣ Where do you turn to for inspiration?

I enjoy looking to the past for inspiration. Old posters, vinyl, books, magazines, shirts—you name it and I’ve probably checked it out in search of a little creative juice.

I don't like taking obvious inspiration, and prefer pulling from a ton of different sources and using those tools to create something new. Sometimes it’s the smallest things that really do it for me, too. Simply taking a minute to look around at the way objects, colors, and patterns interact can be one of the most inspiring things you can do.

3️⃣ What project of yours are you most proud of and why?

It’s a personal goal of mine to walk away from a project proud. There’s something about being prideful of what you do that keeps you motivated for the next one. If I had to choose, the first project I did for Martin Truex Jr. was a collaborated helmet design tee with Off Axis Paint. It was the first time I had done a fully-illustrated design in that style, and my first big motorsports gig, and I remember being so nervous that it wouldn’t be good enough.

It was definitely a challenge to dial in and I took forever focusing on every little detail. Nowadays that project would be a piece of cake, so I guess I am most proud of that project’s process and how far I’ve come.

4️⃣ What’s your ‘trademark’ style that helps you stand out from other designers?

I like to think that I’m a pretty versatile designer that can flex with each application, but the one consistent factor is that it’s usually more typography-focused. I’ve always loved how letters interact and the hierarchy that’s created with different treatments.

At Rochester Institute of Technology I had the honor of studying under Kris Holmes, co-creator of the Wingdings and Lucida family of typefaces. She helped me to better understand how every individual letterform has to stand as a strong design on its own, and in an entire suite of characters as a unified typeset.

5️⃣ Being from the New York area, how did you eventually land in motorsports? Was this a sector of work that was your first choice?

There never was a specific discipline that I wanted to work in. I just loved the puzzle that creativity presented. Every project is a new puzzle of how we can take these pieces and put them together perfectly to create the best possible outcome.

I had Terry Labonte as my driver when watching NASCAR with my grandparents, and grew up camping at Watkins Glen. In 2016 I moved to Charlotte, NC, a place where you can’t hide from motorsports. Shortly after, I met my husband Harris Lue, who was a graphic designer at NASCAR, and quickly found that the motorsports world had many creative avenues to explore and opportunities to share my brand of creative problem-solving.  

6️⃣ In March 2023, you and Harris Lue decided to go all-in with LUE Creative and take it full-time. How much of a gamble was this, and how did you overcome any fears or concerns about the brand succeeding?  

I always knew that I wanted to work with teams in a director role. Harris always knew that he wanted to build his own agency in LUE Creative. With both of our goals, it was a no-brainer to jump out on our own. We trusted each other and did our best to set ourselves up for success. Of course there are fears in the back of your mind, but we really had no choice but to make sure LUE Creative was successful. We take each day one at a time, while making sure we hit our deadlines and preparing for the future of LUE Creative.

7️⃣ What was a particular moment where you and Harris realized there was something special with LUE Creative?

I can’t remember the exact first moment this happened, but any time we see our art out in public it’s extremely special.

It became clear that we had nailed our vintage style when we started to see our shirts in public and they would both blend in and stand out in the crowd of authentic vintage tees. Once we started having our art mistaken for authentic vintage, that’s when we knew we had something that would stand out in today’s digital age. Then, when companies and clients from outside of our motorsports bubble began requesting work, we knew we were doing something right and our art was reaching further than we thought.

8️⃣ What’s the next step for the LUE Creative vision?

We plan to keep pushing creative barriers and nurturing relationships while laying a strong foundation for growth. We’d love to hire other talented and likeminded artists in the future, and we’re making sure we have processes in place to ensure a smooth onboarding for when that time for growth comes. Our goal is to grow LUE Creative by creating strong teams of professionals that focus in the motorsports space.

9️⃣ Share a design tip for people just getting started.

1. If you want it, go for it and don’t let anyone tell you differently.

2. Don’t take “no” for an answer — there’s always a way, it just might not be the most direct way.

3. Take the business courses so that you have the knowledge to do what you love in a fruitful way.

4. Know your worth and stop undercharging, even if you’re a student. Taking 10 minutes to understand your market and level of expertise compared to your peers can change everything.

For more, follow Emily on Instagram or check out LUE Creative.