Creative & Design Director helping brands find their visual voice.
Crystal Krimpuri is a Puerto Rican & Indian Creative Director and Photographer with over 13 years of experience brands across product, retail, and digital. Based between NYC and Chicago, she holds a B.F.A. in Graphic Design from the Fashion Institute of Technology.
She specializes in translating ideas into clear, cohesive visual systems — spanning brand identity, packaging, digital, retail, and experiential design.
Currently Design Director at The Beachwaver Co.®, where she leads design across a high-volume pipeline of product launches, retail environments, and digital campaigns. She’s designed and led work in some of the most recognized retail and cultural spaces:
Custom Swarovski-adorned tools and hand-lettering at the Victoria's Secret Fashion Show
Pop-up retail activations in Shoreditch London and Soho NYC with Shopify
Retail endcaps at Ulta and Sephora Mexico
In-store signage at Target and Dillards
Make Waves seen in Allure, InStyle and The Oprah Magazine.
Design direction lead for custom influencer collection and product launches — including Prism Collection, Retro Waves, Just Classically Cassidy, Baked By Melissa, Neon, NYFW Catwalk, and Wavy West — each with a distinct visual identity, product design, packaging, and digital campaign assets.
When she's not designing, you'll find her on the salsa floor or traveling, swimming, and hiking around the world with her 9lb Shih Tzu, Diego.
Brand Identity, Capsule Collection Design, Packaging, Retail & Experiential, Campaign Creative, Cultural Brand Strategy & Creative Direction.
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