Crystorama Lighting
Year:
2024-Present
Type of Work:
Brand Design
Web-Design
Social Media Marketing Email Marketing
Print Design
Crystorama Lighting is a heritage brand celebrated for its craftsmanship and designer collaborations. At Crystorama, I’ve worked across digital and print to strengthen the brand’s identity and create a more engaging customer experience. My work has included digital & social media design, UX & website design, and print collateral. Each project aimed at building consistency, driving engagement, and elevating the brand’s presence. From catalogs to trade program campaigns and showroom graphics, I’ve helped shape a cohesive visual identity that feels both design-driven and approachable.
Created atmospheric hero visuals for four of Crystorama Lighting's core Klaviyo flows, each tailored to its moment in the customer journey. The work focused on maintaining a luxury editorial feel while driving action. From re-engagement to checkout completion.
Developed pocket-friendly sign-up cards for distribution at the Dallas Trade Mart and High Point Market, designed to introduce Crystorama Lighting's trade program to new customers. The layout pairs rich lifestyle photography with a clear promo offer, giving designers a reason to engage with the brand long after leaving the showroom.
Redesigned Crystorama Lighting's Amazon Brand Store and A+ content to better reflect the brand's luxury positioning, elevating the visual standard across all product listings. The updated layouts use rich lifestyle photography, refined typography, and intentional storytelling to set Crystorama apart in a crowded marketplace.
Designed and assembled Crystorama Lighting's 500-page master catalog from the ground up, establishing a new layout system that rethinks how print catalogs are navigated, making it faster and easier for designers and specifiers to find what they need. The redesign also brought the catalog fully in step with the updated brand standard, from cover to product spread.
Coordinated with Crystorama Lighting's manufacturing partners to guide on-site filming, ensuring the captured footage aligned with the brand's visual direction before bringing it together in the edit. The final video bridges the gap between production and storytelling, giving customers and trade partners a closer look at the craftsmanship behind each piece.
Executed a comprehensive website redesign for Crystorama Lighting, reimagining the site architecture and visual language across all pages to better reflect the brand's elevated positioning. The updated experience spans product discovery, trade program enrollment, editorial content, and collaboration features, creating a more cohesive and intentional digital presence from end to end.
Developed window decal graphics for Crystorama Lighting's Dallas Market showroom, translating product detail shots into bold, large-scale displays that highlight the texture and artistry of each piece. The treatment turns the showroom exterior into a brand moment, giving passersby an immediate sense of the quality inside.
Produced the S26 summer supplement for Crystorama Lighting, using close-up product photography as both a cover statement and interior editorial device to highlight the craftsmanship behind the new collection. The layout balances visual impact with the functional spec information trade customers need, keeping the feel elevated throughout.
Three palettes. One point of view. Crystorama fixtures paired with Sherwin-Williams coordinating colors, from coastal blue to blush rose to sage green, to show how light and finish set the tone for an entire space. Mood board content like this bridges inspiration and purchase intent, giving shoppers the context they need to buy with confidence.
On-location photography and staging coordination with Dallas tastemaker Nikki Watson, shot inside a home she designed. From the warmth of the living room to the drama of a freestanding bath to the open ease of a working kitchen, real rooms, real installs, real context for the customer considering their own space.
Developed a trade program handout for distribution at High Point Market, designed to recruit new designer accounts with an exclusive discount code and a concise breakdown of trade benefits. The front-to-back layout moves from brand immersion to action, making it easy for designers to register on the spot.
Crystorama’s Tastemaker Booklet, an editorial piece highlighting our collaborations with leading interior designers. The booklet blends product photography, designer insights, and styled interiors to showcase how Crystorama fixtures elevate real spaces and reinforce the brand’s design-forward identity.
This Brand Booklet highlights Crystorama’s custom fixture capabilities and provides essential trade program details and contact information, serving as a go-to reference for designers and trade partners.
Developed signage and social assets for Crystorama Lighting's live panel event at High Point Market, bringing together four prominent voices in design and media under a cohesive graphic identity. The design balances bold, editorial typography with professional portraiture, giving the event visual weight that matched the quality of the panelists involved.
Designed a series of editorial-style posters highlighting Crystorama’s Tastemakers, blending portrait photography with bold typography to create sleek, modern visuals that celebrate the designers’ personalities and brand partnership.