We recently had the chance to connect with Victor Luis and have shared our conversation below.
Hi Victor, thank you for taking the time to reflect back on your journey with us. I think our readers are in for a real treat. There is so much we can all learn from each other and so thank you again for opening up with us. Let’s get into it: What do the first 90 minutes of your day look like?
The first ninety minutes of my day are always interesting and surprisingly rewarding once I finish them. I wake up at 5:45 AM Monday through Friday and start with fasted cardio for about an hour. After that, I take a quiet moment with my coffee to reflect. It is a bittersweet feeling, but it sets the tone for my entire day.
Can you briefly introduce yourself and share what makes you or your brand unique?
I am Victor Luis, a creative director and brand strategist who has spent the past fifteen years shaping how people and companies present themselves to the world. My work focuses on the intersection of style, storytelling, and strategic identity. I help others create a presence that feels intentional, recognizable, and unmistakably theirs.
What makes my approach different is the way I treat branding as a conversation. A powerful brand does more than look good. It speaks, it invites curiosity, and it creates a feeling people want to return to. My role is to build that world and guide the vision behind it.
Alongside my client work, I am expanding my own creative practice through art, writing, and new concepts that explore expression and presence in fresh ways. I am currently focused on collaborating with individuals and companies who want to elevate their identity and create something that truly stands out.
Everything I do comes back to presence, perspective, and unforgettable storytelling.
Great, so let’s dive into your journey a bit more. Who saw you clearly before you could see yourself?
My Abuela ( Grandma ) saw me long before I ever saw myself. She shaped the way I think, pushed me to expand my mind, and always encouraged me to grow. She believed in who I could become, and that belief gave me the confidence to step into who I was meant to be.
What’s something you changed your mind about after failing hard?
I realized that failure is part of the process. The more I failed, the more clearly I began to see what actually works. Failing forward taught me that every misstep carries direction. It may be uncomfortable, but it has been one of the most valuable ways for me to understand what is right for me and what is not.
I think our readers would appreciate hearing more about your values and what you think matters in life and career, etc. So our next question is along those lines. What’s a cultural value you protect at all costs?
To love deeply and show it without hesitation. I grew up in an environment filled with love, including the tough kind, and I carry that with me. Affection, connection, and expressing care openly are values I protect at all costs. They shape how I show up for the people I love and how I move through the world.
Okay, we’ve made it essentially to the end. One last question before you go. What is the story you hope people tell about you when you’re gone?
That I was the shift in my family. I want people to say that I pushed our story forward, that I reached places no one in my family had reached before, and that I did it with gratitude for the love and support that raised me. I hope they remember my determination, my perseverance, and the pride I carried in representing where I come from.
Image Credits
Nathen @__picsbynate__
