10 years guiding creative from concept to execution for global beauty, specialty retail, technology, pharmaceutical and design service brands. Passionate, energetic and driven to excellence in creative work, I am highly effective at relationship management down, across and up to business ownership. A lateral creative thinker and problem solver, I translate business goals into branding strategies and creative projects.
• Art Direction
• Graphic Design
• Creative Strategy
• Brand Identity + Logo Development
• Project Management
• Prepress and Print Production Management
• Visual Merchandising
• Package Design and Production
• Web/Mobile Design and UX
I was studying graphic design at Cal Poly, San Luis Obispo and signed up for a portfolio review during my junior year. Of the design professionals that I met with there, I hit it off with the creative director at a local company and we were wrapped in conversation past our allotted time and all the way through the break. Lo and behold, her office was just a couple of blocks from the coffee shop where I worked during college so we maintained a report throughout subsequent months, and when she needed a designer she showed up at the cafe and offered me a job on the spot. Networking, right? On my very first day, I proposed that we comprehensively reevaluate the branding strategy of the company, starting with the logo. However charmed she may have been by my naive moxie, she wrote off the idea as impossible to sell to executive management and that was the end of the discussion.
While she and I continued to work closely together, I wasn't totally convinced that this was the right fit for me so I kept my ear to the ground. Her relationship with the CEO seemed to be getting into hot water, and then one morning I ran across a pair of job postings submitted simultaneously for an anonymous company in the area: one outlining her job description, and one outlining mine. In shock, of course I brought this to her attention. She stormed into the executive office, brandishing printouts of the job descriptions, and she called him right out. "Are we going to be fired?" And he retorted, "Crystal's not, but you are."
For the four months that I worked for her, she'd been my mentor. I sat in her office on her last day and made a list of everything I could think of that would need to be addressed since I'd be on my own. The day after that, I sat in the VP of Market Development's office and shared my ideas for the potential I saw for the company. And after three hours in her office, I had a new mentor.
I got my new logo. I got my comprehensive brand redesign. I wrote the RFP for website redesign from the ground up and interviewed candidate vendors myself. Over my four year tenure at this $20M OEM, the company transformed from a relic of its inception in the 70s into something I'm proud to show in my portfolio to this day, and when the worst recession in a century hit us hard, we survived. With Positioning, The Brand Gap and Malcolm Gladwell under the arm, who minds a 60 hour week when you're 22 years old, anyway? Check it out