Western University

In this role as the institution’s lead designer, I am responsible for the stewardship and evolution of the University’s brand identity, and the conceptualization and design of creative that inspires and informs.

Brand Designer

Freelance Creative Direction, Art Direction, and Graphic Design 

McCormick & Company

I helped to establish and lead the in-house digital & shopper marketing design team at McCormick. It was a non-stop highlight reel of activating cultural moments through design for Frank's RedHot, Cholula, French's, Club House, Old Bay and more—multinational campaigns, viral social posts, celebrity partnerships, Flavor Forecast, and so many ad hoc projects of all scopes. 

What I brought to the table: art direction, creative concepting, senior-level graphic design, team leadership, people management/training/coaching/resourcing, process development/management.

Senior Graphic Designer 

I was responsible for the creative direction, editorial content development and end-to-end life cycle of UX for the McCormick Canada family of brands (Frank's RedHot®, French's®, Club House­®, Club House La Grille­®, Billy Bee®, McCormick Gourmet®, Cake Mate®, Simply Asia®, Thai Kitchen®) owned websites. Working with key stakeholders company-wide, I brought these great brands to life online for Canadian consumers.

Digital Experience Manager

Info-Tech Research Group

Senior Interactive Designer

Digital Content / UX Copywriter

Graphic Designer

Photographer

Interactive Graphic Designer

Various

Makeup artistry and beauty sales with brands such as Dior, Lancôme, Aveda, and Biotherm

Makeup Artist

Sherrida Personal Management

Model

Hello, I’m Crystal, a senior art director with 15+ years experience bringing iconic brands to life through compelling and data-driven creative. I lead design teams from the back with courage, curiosity, and empathy.

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