Francisco Reyes Jr., aka Never Made, is an LA-based storyteller and graphic designer. Stopping by the adidas Fútbol Society, he broke down how resilience and relentlessness fuel his craft in one of our most insightful On A Plate interviews yet.
Los Angeles, a city pulsing with creative energy, played host to On A Plate—a cultural collision of football, heritage, and artistry. At the heart of it all, the new México De Oro kit from adidas set the tone for a celebration of LA’s Mexican-American identity. Among the visionaries shaping the conversation was Francisco Reyes Jr., better known as Never Made—a graphic designer and storyteller whose work speaks to heritage, hustle, and representation. We caught up with him inside the historic Million Dollar Theater to talk football, culture, and the art of owning your narrative.
From the top, tell us about you - what do you do?
My name is Francisco Reyes Jr. I’m a graphic designer and artist, born and raised in Los Angeles, California. I produce work under the name Never Made.
What kind of work do you do, and who have you collaborated with?
I’m an independent artist and designer. Before going out on my own, I worked under Shepard Fairey for about 11 years. I started as a design assistant, and about two years ago, I decided to go independent and build something for myself. Since then, I’ve collaborated with brands like LAFC, the LA Kings, Obey Clothing, The Hundreds, and eBay, among others. I’ve been fortunate to work with some great people and institutions who really value culture and creative storytelling.
As a graphic designer and artist, what’s the driving force behind your work?
Storytelling is a big part of what I do. Being a first-generation Mexican American, I naturally bring that experience into my work—through my lens, my identity, and my work ethic. I don’t necessarily make what’s traditionally labeled as “Chicano art,” but I absolutely represent my roots. I want to show people—especially young brown and Black kids from neighborhoods like mine—that we belong in these spaces too. That we can be at the table. That we can be the ones shaping the narrative.
Why is that so important to you?
Because this industry, especially design and art at a high level, has been historically white-dominated. So for me, it’s important to put my culture, my people, and my identity right at the forefront. My parents immigrated here to give me a better life, and I feel a deep responsibility to honor that by making the most of the opportunities they never had. It’s not just about design—it’s about representation. It's about showing up and making sure our presence is felt.
There seems to be a lot of pride in your roots. How would you describe the role your culture plays in your life and creative process?
It’s everything. It’s literally my heartbeat. Without it, I’d be flavorless—bland. My culture is rich and vibrant, from the food to the music to the way we speak, the way we move. It’s all part of the creative energy that fuels me. We’re scrappy, we’re resilient, we’re relentless. That hustle mentality is something I carry into everything I do. Even when the odds are stacked, we figure it out.
What about today, this shoot as a moment, stands out to you?
Today, we’re honoring the golden era of Mexican cinema with a visual concept shoot inside the historic Million Dollar Theater in LA. It’s this beautiful blend of old and new—a modern-day reinterpretation of what audiences from that time might’ve looked like. So you’ve got artists, creatives, people from the culture sitting in this classic cinematic backdrop. It’s such a dope concept, and I’m really proud to be part of it.
You mentioned working with LAFC—tell us about you as a soccer fan…
I’m a big fan. I’ve collaborated with LAFC twice already, and I’ve got another big project coming up soon. Can’t talk about it just yet, depending on when this drops. But growing up, the World Cup was huge in my house—those moments watching games with my dad were special. I was a '90s kid, so I got to watch legends like Jorge Campos and Luis Hernández. That era left a mark on me. And those kits—especially the '98 Mexico jersey—are still iconic today. People are still flipping it, remixing it. That’s how you know it was special.
What did you think of the new Mexico jersey design for this campaign?
I love it. It’s clean, classic, and refined. Sometimes jerseys go super bold or loud, but this one is subtle in a really smart way. It’s subliminal. The Art Deco-inspired trims remind me of the architecture here in LA—especially the Million Dollar Theater itself. It’s a great example of how you can layer cultural references into design without being obvious. From a graphic designer’s standpoint, I think it’s beautifully executed. It’s wearable, elegant, and deeply intentional.
You mentioned a lot of pride in the rising visibility of Mexican and Latino creatives. Who inspires you in this space right now?
Honestly, a lot of my friends. There’s a really exciting moment happening right now where we’re seeing more Latinos and Mexicans making waves in streetwear, design, fashion, art—you name it. And what’s even better is being able to share space with them. To create, build, and grow together. It’s not just inspiring—it’s a movement. LA is witnessing something special right now, and I feel lucky to be part of it.
As a graphic designer, you must have a favorite typeface. What’s your go-to?
I’m a minimalist at heart. Helvetica is my go-to—I even have it tattooed on me. But I love other classics too, like Futura and Lovelace. It really depends on what the design calls for, but generally, I lean toward clean, sans-serif typefaces. I love when the form can carry emotion without being overly decorative.
And lastly—what’s it like being a creative working in LA?
It’s a blessing. LA is one of the cultural capitals of the world—sports, fashion, art, music, film—it’s all here. People come to this city to chase their dreams, and for me, being born and raised here, I’ve always had the city as my canvas. I’ve never worked anywhere else, and I haven’t needed to. Everything’s here. I’m proud to be from LA and proud to create in a place that inspires so many.
Shop the Mexico 2025 third shirt at prodirectsport.com/soccer
