Carlos Reyes: Executive Creative Director & Co-Founder, Yucca Brevifolia Magazine

Carlos Reyes is the Executive Creative Director and Co-Founder of Yucca Brevifolia Magazine, a publication dedicated to being the vanguard of desert culture and the soul of desert living. This venture is a reflection of a deeply personal journey, co-created with his partner, Co-Founder Lisa Schyck, resulting in a creative union built on shared purpose and integrity.

Philosophy & Mythology

Carlos guides the magazine’s creative vision through a lens of symbolism and design, honoring the Mojave Desert through every page. Central to the brand's identity is the mythic figure of Qadesh, the Goddess of Nature and Beauty. Qadesh—envisioned by Carlos as a woman with a quail’s head and Joshua Tree limbs—serves as the magazine's muse, representing a sacred reverence for the land, the feminine creative force, and the interconnectedness of all living things.

Strategy & Artistry

Carlos grounds this creative philosophy with a powerful executive foundation. He brings over a decade of high-level experience creating and executing CRM and marketing strategies for major automotive OEM brands. His background—managing millions of transactions and focusing on branding and loyalty-building—ensures the magazine is strategically sound, audience-driven, and built for long-term growth.

Parallel to his executive role, Carlos remains a vital part of the Hi-Desert arts community as the owner of ARTFX in Old Town Yucca Valley and the designer behind his fine sterling silver jewelry brand, Joshua Tree 925 ~ An Elemental Gift of Love! He transfers his meticulous designer's eye—honed by crafting intricate pieces inspired by the Joshua Tree and the maze-like skeletal structure of Cholla Cactus—to the visual and editorial fabric of the magazine.

Through his leadership, the magazine embraces a wide editorial scope including Tourism, Music, Health & Wellness, Conservation, Flora & Fauna, Historic Facts & Sites, and Unique Desert Living, inviting everyone to experience the desert as a realm of storytelling, artistry, and renewal.

"The human experience is not merely a passage of time, but a deliberate act of creation. We are meant to live fully—not just to exist—imprinting the earth with the beautiful, hard-won evidence of our consciousness. The true value we leave behind is the art, the devotion, and the soul we braid into every project, ensuring that our spirit, once realized, remains an elemental gift long after we are gone."

C. Reyes