Rethink Team Spotlight: Tracey Lucas

Senior Graphic Designer

Tracey joined the Rethink team in 2016, bringing with her a wealth of experience and expertise in graphic design. With a career spanning more than 35 years, at least 25 have been dedicated specifically to projects within the themed entertainment industry.

Working for companies such as Universal Creative, Thinkwell, Riva Creative, and Walt Disney Imagineering, Tracey has helped create some of the world’s most acclaimed attractions including: The Wizarding World of Harry Potter, Springfield Expansion at Universal Studios Florida, Bollywood and Motiongate at Dubai Parks Resorts, and Paradise Pier at Disney’s California Adventure.

“Serendipity lead me from agency advertising to environmental graphics,” says Tracey when reflecting on getting into themed entertainment. “That, and a lot of networking.”

Tracey designs graphics that communicate the story in an easily-readable form. Be it an attraction marquee, set graphics, restaurant menu, or wayfinding, environmental graphics add to the guests’ experience and offer information. Like every other creative at Rethink, she is a storyteller in her own right, essential to our process.

Working with each in-house discipline, Tracey brings each graphic idea to its final form, developing the concept into a dimensional, buildable design that is integrated into a themed environment. It’s a complex and extremely involved process, but one that she enjoys, and is wonderfully adept at.

“I love doing what I do,” adds Tracey. “When things get irksome, I remember the faces of people who are having fun in the places we design. Not so many jobs are focused around bringing about joy.”

When she’s not at Rethink, Tracey is heavily involved with the Boy Scouts. Not only does she help youth develop into outstanding adults, it gets her outside on adventures – unplugged from her computer for a short time, with people who can carry her out of the backcountry when she’s exhausted!