Doug Chiang Reflects on the Challenge of Capturing the True Spirit of STAR WARS Design - "Only George Truly Knows"

Lucasfilm’s longtime executive design director Doug Chiang has spent decades shaping the look and feel of Star Wars, yet he still believes there is only one person who completely understands the visual DNA of the franchise.

In a recent conversation with Creative Bloq, Chiang shared insight into his creative approach and the ongoing influence of George Lucas, whose imagination defined the galaxy fans know so well.

This article takes a look at Chiang’s perspective on what makes Star Wars design tick and why he still sees Lucas as the ultimate guide, and how his own journey from The Phantom Menace to modern projects like The Mandalorian and Grogu has shaped the universe we see on screen today.

Chiang explained that designing for Star Wars involves far more intention and structure than many people realize. He oversees visual development for films, games, new media and even theme park experiences, all while preserving a sense of continuity that spans decades of storytelling.

As he put it, "Star Wars design is more sophisticated than it first appears. On the surface, the designs may seem simple and obvious, and that’s intentional. But underneath lie layers of foundational guidelines that shape this cohesive universe."

Those guidelines have their roots in Lucas’s original vision. Even after nearly thirty years of experience with Lucasfilm, Chiang says he still looks to Lucas as the ultimate north star.

Chiang openly acknowledged that one person continues to define the true essence of the franchise. He said, "In reality, only George truly knows what Star Wars design is. I do my best, but I don’t always get it 100 per cent right."

Chiang’s connection to the saga began in 1995 and led him to serve as design director on The Phantom Menace and Attack of the Clones, setting the stage for an entire era of prequel aesthetics. After a period away, he returned as a concept artist on The Force Awakens and has continued contributing across major projects, including next year’s The Mandalorian and Grogu.

While Chiang continues shaping the franchise’s visual identity, Lucas himself has shifted focus to his next big venture. He is currently building the Lucas Museum of Narrative Art, which is scheduled to open in 2026.

In a recent interview, Lucas commented on stepping away from the franchise he created. "Disney took it over and they gave it their vision. That’s what happens. Of course I've moved past it. I mean, I've got a life. I'm building a museum. A museum is harder than making movies."

Even so, his design philosophy remains deeply embedded in every new corner of the galaxy that Lucasfilm develops, and Chiang’s work continues to echo that foundation.

As new films, series and games expand the universe, Chiang ensures that each addition still feels authentically Star Wars. His reverence for Lucas’s style and his own decades of experience create a blend of legacy and innovation that keeps the franchise visually grounded while still evolving.

Fans can expect that philosophy to continue shaping everything from upcoming streaming series to immersive theme park attractions. When Chiang helps build the next chapter of the galaxy, he is carrying forward the lessons he learned directly from Lucas, while still exploring new ideas.