AJ Goehle’s entrepreneurial journey is rooted in a desire to redefine the landscape of museum and experience design. In 2011, at the age of 26, she co-founded the firm Luci Creative driven by a vision of what this field could become in the 21st century. Over the past decade and across more than 90 projects, Luci Creative has built a reputation as both a thought leader and a thought partner for their clients.
Over the past three years, Luci Creative has grown exponentially, not only doubling its staff but also expanding into new markets, with offices in Chicago, Boston, Seattle and New York City. The firm is known for its bold, authentic, and innovative design approach, partnering with high-profile clients such as Harley Davidson, the National Constitution Center, the Holocaust Museum for Hope and Humanity, and the Adams Presidential Center. Goehle’s efforts led to the company’s recognition as one of the Inc. 5000 fastest growing businesses in America.
To reignite her passion in the industry, Goehle said she takes on the role of a tourist in every new city. “Whether locally, nationally, or internationally, when I travel for business, I prioritize visiting a variety of museums, theme-based entertainment and attractions, corporate visitor centers, and heritage sites to ‘refresh’ on what’s new, what’s exciting, and how I can propel my team to continue hitting the highest creative bars in our work,” she said. “I put myself in the shoes of a new visitor unfamiliar or less exposed to the industry I am immersed in – it’s a refresh for me that I want to embody in-person as much as I can.”
Goehle’s leadership approach has included creating a work-life balance for the firm that blends remote work with in-person collaboration and hybrid schedules to create a flexible yet cohesive work environment. “This shift brings practical and cultural challenges as we strive to blend flexibility with the benefits of in-person collaboration, ensuring every team member feels valued, whether near a Luci studio or not,” said Goehle.
Her leadership extends beyond the firm itself; she is actively involved in the Women Presidents Organization in Chicago and serves on the Eastern Board of the Themed Entertainment Association, where she influences the broader industry through collaboration and shared insights.
“Through her commitment to inclusivity, mentorship, and innovation, Goehle is setting a new, diverse standard for the industry—where women and underrepresented voices can thrive, make an impact and shape the future,” said her staff.