Surfs Up Soho →
Beach House pop-up in SoHo with Shopify New York — storefront, murals, merch, exclusive product and OOH.
Design Director · Creative Director · AI-Enabled Creative Systems
Launch-ready visual worlds for beauty, lifestyle + consumer brands.
I’m Crystal — currently Design Director at The Beachwaver Co.® with 13+ years turning ideas into cohesive visual systems across product, packaging, campaign, retail, digital and experiential. I take ideas from early concept through launch, building the creative systems that help them scale.
8+ years
leading multidisciplinary creative teams
100+ SKUs
product portfolio shaped through packaging + launch creative
NYC · London · Paris
work live in-market, with on-site direction for pop-ups and launches
Retail creative — in-store + .comTarget · Ulta · Sephora Mexico · Walmart · Anthropologie · Dillard’s
Brand collaborationsVictoria’s Secret · Swarovski · Shopify · Tarte · Baked By Melissa
Select work
Surfs Up Soho →
Neon Collection + London Pop-up →
90s graffiti-inspired collection — illustration, packaging and OOH, extended into a Shoreditch High Street pop-up.
Victoria's Secret Fashion Show →
Custom Swarovski-adorned tools and hand-lettering backstage in NYC and Paris.
Avanza →
Brand identity and trust system connecting Puerto Rican producers to broader markets.
Cherry On Top →
Visual world for Kelsey Martinez's creator collection, from product surface to packaging and campaign. Sold out in under 12 days.
Make Waves →
Packaging and logo system for a first vegan haircare line, with a sunset gradient that forms one continuous horizon across the range. One of 13 product launches I led packaging design and visual direction for in 2023.
Floral Collection →
Original floral illustration system, sketch to vector, across product, packaging and campaign.
Baked By Melissa × Beachwaver →
Rainbow gradient system inspired by Baked By Melissa's cupcakes, for Beachwaver's 11th birthday — product, packaging, scrunchie and campaign.
Retro Waves →
'70s-inspired visual world for Erin Dugan Jurchak — retro wave pattern, custom EDJ heart monogram, packaging and accessories.
Prism Collection →
Iridescent swirl surface design for hairstylist Theresa Van Dam, with a custom scissor icon across tool, packaging and campaign.
ThePlate →
Brand identity for a North Carolina catering company, built on a hand-rendered gold ingredient illustration system.
Reparative Line →
Packaging and launch assets for a reparative haircare system — a bold, graphic language for strength and restoration.
Open to select collaborations.
Brand worlds, collections and launches — shaped from first concept through final rollout.