Crystal has a brilliant understanding of branding.
All of her work is executed with incredible organisation, practicality and a wonderfully 'can do' attitude to solving problems and collaborating effectively.
Tom Brass
Creative Director, Jellyfish Pictures
Director, Wolf King, Netflix
With a great eye for detail and adding a creative flair to a project whilst adapting to new notes and ideas - if you're looking to give your company a professional branded uplift then Crystal is the one you want pulling it all together and releasing out into the world.
Edward Smith
Senior Production Coordinator
Jellyfish Originals
Heyo! I'm Crystal.
World Builder
I design brand worlds people are excited to step into.
I design brand systems and stories that stick, for brands that want to mean something.
Whether it's research-led cultural metaphor for B2B tech, personality-rich energy for kids' edutainment media, or quiet sophistication for luxury hospitality education — it's my job to design worlds grounded in what's true rather than what's trending.
I've built systems that helped scale companies from 200 to 600 employees and frameworks used company-wide. I work in the gap between brand strategy and execution — building the infrastructure that makes brand worlds hold together as they scale.
From brand strategy to typographic frameworks to campaign art direction, I balance big-picture thinking with meticulous craft.
My brain was shaped by immersive worlds of film and episodic, where stories invited attention for hours and built fandoms. That's the lens I bring to brand: narrative structure, emotional pacing, and systems that scale without losing soul.
Have a complex world to build? Let’s talk.
Based in London, working with brands globally.
I'm a
Strategic Brand Designer
World Builder Skillset
From strategy through to execution
Strategy
Art Direction
Branding
Illustration
Graphic Design
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