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LUCIANO HERNANDEZ MAKES THE WORLD BETTER, ONE DESIGN AT A TIME. PHOTOGRAPHY BY ADAM BIRD | SHOW PHOTO

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Tiger Studio, Burning Bright
VICTORIA MULLEN | THURSDAY, FEBRUARY 23, 2012

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LUCIANO HERNANDEZ MAKES THE WORLD BETTER, ONE DESIGN AT A TIME. PHOTOGRAPHY BY ADAM BIRD

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To feed the ambition in your heart is like carrying a tiger under your arm. -- Chinese Proverb Luciano Hernandez is keen to make the world a better place through design. Founded in 2001, his

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Zeeland-based industrial design rm, Tiger Studio, is a testament to that zeal. Were passionate about design, says Hernandez. Our company is about inventing new things and making our clients successful in the products we design -- were about creating jobs and creating new markets. Hernandez and his team of 15 employees design their hearts out at the Zeeland ofce and rotate manning their new Grand Rapids satellite ofce on 38 Commerce Ave. SW, which opened in December.

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We chose the Commerce street location to be closer to our clients and also to be a part of this exciting downtown community, Hernandez says. Its a lot different from Zeeland as far as facilities and location -- its an urban experiment for us. We use our Grand Rapids location for brainstorming, client conferences and meetings. There are no permanent employees there currently.

DESIGN, ENTREPRENEURSHIP HEARTSIDE

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Tiger Studio is so named to convey the rms core attribute: passion-driven design created by a natural, agile and inventive group of designers. The rm

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serves clients in several markets, including health care, home products, commercial, transportation and furniture. Its a challenge to do what we do, but its a fun challenge, says Hernandez. We enjoy taking our process to different markets and different elds. It sounds nebulous because it is. The folks at Tiger Studio transform ideas into compelling products, a lot of which is top-secret stuff. Hernandez will say this much: We design products that work and always push the envelope. We have the ability to bring the right people into a room together to design a compelling product. Hernandez is easy-going, down-to-earth and quick to laugh. He says that he enjoys cultivating relationships with clients, leading the studio and having fun, the latter of which seems ingrained. As a child, I loved watching cartoons, says Hernandez. I was fascinated by Bugs Bunny, superheroes and other animated characters, and I sketched cartoons on anything with a at surface, including my school desk. I didnt realize then that the seeds of humor and cartoons planted in me during my childhood would grow into a passion for industrial design. When I was young, I didnt know there were creative careers other than animation, he continues. In school, I didnt gravitate to the ne arts because my mind likes logic and geometric shapes. Industrial design is literally the cross between art and engineering. Active in the community and determined to make a difference, Hernandez has served as a Holland city councilman and Ottawa County commissioner. He also ran for a seat in the Michigan House of Representatives in 1995, an experience he calls interesting. Its not truly enjoyable when you come in second, but I learned a lot about peoples views and the process, as well as a lot about my strengths and weaknesses, he says. Since his foray into politics, Hernandez has stayed out of the limelight as much as possible, but despite his efforts to remain low-key, his business and name keep coming up in the context of community reach-out and design excellence. In 2010, the Holland Area Chamber of Commerce honored Tiger Studio as Minority Business of the Year. The team at Tiger Studio enjoys giving back to the community and on several occasions has volunteered to work on Habitat houses. Last July, a team from the rm traveled to Esteli, Nicaragua in partnership with Grand Valley State University and the University of UNAN (Nicaragua) to teach product and business development to student entrepreneurs. We focused on economic development and creating jobs in Nicaragua, says Hernandez. We love to help others, and we also have fun doing it through

teamwork and hard work. Hernandez, 48, has known hard work all his life. When he was seven years old, his family moved from Texas to West Michigan to work in the elds, picking blueberries, cucumbers and apples. From the age of 10 until his mid-teens, Hernandez helped out during his summers off from school. The backbreaking work gave him the motivation he needed to go to college, and he obtained two degrees: a Bachelor of Science in Industrial Design from Western Michigan University, and an Associates in Science in Technical Illustration from Ferris State University. Hernandez is married to Janie, who is a sign-language interpreter. They live with their two children, Luciano V, 17, and Belicia, 16. Im not sure theyll follow in my footsteps, Hernandez says. Belicia is art and design-oriented. Luciano is more outgoing, mathematically smart. Well, if theyre anything like their dad, the world will be an even better place. Time will tell.

Originally from Milwaukee, Victoria Mullen is annoyed that a certain ice cream company is stingy with the caramel in its dulce de leche. Besides writing articles for RGM, she acts, paints, does lawyerly stuff, and is the Research and Media Maven for MP Talent Management Group.
GIVE US YOUR EMAIL AND WE WILL GIVE YOU OUR WEEKLY ONLINE MAGAZINE. FAIR?

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