August 4, 2014 by
Photography by Bill Sitzmann

The afternoon sun shines through the window, illuminating an armada of Lego creations. Large pirate ships defend one side of the room while, a few feet away, an opposing counter displays Star Wars vessels and such action figures as Anakin and Luke Skywalker manning their battle stations.
Ben Lueders, owner of Fruitful Design, is sitting at a rustic wooden table discussing upcoming projects with intern Nicholas Jones.

Lueders spent most of his childhood in Hawaii, during which time he was trained in classical piano and enjoyed creating things with Legos. Though he started off studying music in college, he often spent time in the library between classes drawing caricatures of his friends. After hearing about a job opening with the Hawaii Coral Reef initiative, Lueders headed downtown on whim. He surprised even himself by becoming their art director, a position he held for eight years before moving to Omaha in 2006.

He had never imagined that he could make a living drawing sharks, and music soon took a backseat to his newest creative outlet.

Lueders went on to work at local creative firm Eleven19 after winning, of all things, a coloring contest for Big Omaha. It was there that yet another light bulb went off. “I realized my love for working for a small local shop with awesome long-term clients and being able to do very creative work,” he says.

With that vision in mind, Fruitful Design was born. His business offers such services as branding, illustration, print media, and web design. His body of work also includes the background typography seen on the Best of Omaha™ cover of the January-February issue of this magazine.
All that was missing was the perfect space. As with so many young professionals, the thriving scene in Benson beckoned. A client would later morph into a landlord.

Lueders learned of the ambitious mission behind the 402 Arts Collective and director Ben Schafer’s ideas for the old Foundry building on Maple Street in Benson. Schafer planned to turn the space into a coffee shop, recording studio, live performance venue, and more. Lueders began by creating their new logo and branding. The 402 Arts collective became one of his first regular clients, and now is the location of Fruitful Design’s offices.

“I love Benson, it is such a magical place,” he adds.

Now with a space of his own, Lueders’ imagination moves far above and beyond a sketchpad and pencil. A room next to his office is where he teaches lessons on Wednesday nights. And, rekindling a once dormant passion, he is known to write his own music. The 402 Arts Collective’s recording studio shares a wall with Fruitful Design, and Lueders has some studio time saved up that he’s dying to use.

As business grows, the Legos continue to multiply, and musical notes waft back and forth through the walls, just like the innovative thoughts bouncing around in Lueders’ head.

There is still one question left unanswered. Why the “Fruitful” brand?

“I don’t measure my [design] successes by how much cooler they look,” he says, “but what I love to see is that my clients become more fruitful because of them.”

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