Jeff Lancaster is the new creative director for HOK’s Experience Design group. Based in HOK’s Los Angeles studio, he brings more than two decades of experience creating compelling brand experiences for clients in retail, technology, workplace and higher education. Throughout his career, Lancaster has practiced at the convergence of brand design and architecture in leveraging the power of applying brand strategy to the design of physical space. “Jeff brings expertise in brand design and strategy to the group and is a confident communicator and leader with a vision,” says Tom Polucci, global director of interiors at HOK. Lancaster has been involved in all aspects of the design and implementation of built projects, from concept development to fabrication and final delivery. Clients have included the National Hockey League, Comcast, Ameristar Casinos, Bank of America, Johnson & Johnson, LG, the University of Washington, and the University of California, Irvine. He earned a BFA in Graphic Design from ArtCenter College of Design; he is active with the SEGD, the AIA and Urban Land Institute (ULI). Lancaster joins Caroline Hinrichs, director of business development, and Daniel Meeker, director of operations, as part of HOK’s global Experience Design leadership group.