Our Work

Every project at Krystalized Creative is informed by over a decade of experience leading creative for global brands like Fisher-Price and the NFL. In those environments, I helped shape campaigns, visual systems, and content built to live across digital, social, and experiential touchpoints — often at scale and under complex business needs.That background directly informs how we work today.

At Krystalized Creative, strategy sets the foundation, collaboration shapes the process, and creative is executed with intention. Each engagement is designed to bring clarity to ideas, alignment to teams, and cohesion to how brands show up — ensuring the work not only looks strong, but functions effectively in the real world.

To view my work as Creative Director for the brands referenced above, visit

krystalatwater.com

Fisher-Price Inc.

In 2024, Fisher-Price embarked on a brand refresh designed to honor its heritage while evolving for a new generation of parents. I led the creative team through a holistic process that started with a deep dive into the brand’s history, using the past as a map for the future.

Together, we simplified the color palette to highlight the iconic primary colors of childhood, created product-inspired iconography to bring familiarity and charm, and set a new visual tone influenced by sports photography: energetic, in motion, and playful.

The result was a refreshed identity that felt both timeless and modern, reconnecting Fisher-Price with its roots while positioning it to stand out in today’s market.

Glo Girl Healing

I partnered closely with founder Keisha Clay to develop the foundational strategy for Glo Girl Healing, a wellness brand supporting women through life transitions. Our work included a series of working sessions designed to uncover the heart of the founder’s vision, alongside market research to clarify the brand’s audience and positioning.

From there, I translated those insights into a clear brand mission and vision and led the development of a cohesive visual identity that authentically reflects the brand’s purpose. Together, we built a foundation rooted in intention, clarity, and alignment — ensuring the strategy and visuals work in harmony to support meaningful connection and long-term growth.

Conscientious Counsel

I partnered with founder Yvette Muhammad to shape the strategic foundation for Conscientious Counsel, an Atlanta-based health and wellness coaching brand. Through collaborative working sessions and strategic exploration, we clarified the brand’s positioning as a health and wellness coach for burned-out business professionals seeking sustainable, holistic practices.

This work included defining the brand’s audience and messaging framework, as well as developing a 2026 marketing strategy designed to increase brand awareness, visibility, and community impact. The strategy also incorporated philanthropic initiatives aligned with the brand’s mission — ensuring growth efforts remained rooted in purpose, care, and long-term well-being.

Finishing School

I partnered with founder Gina Palmer to bring Finishing School to life from the ground up. Through collaborative working sessions, we clarified the brand’s purpose, refined its positioning, and identified the marketing initiatives most likely to deliver the greatest return on investment at launch.

From there, I led the development of the brand name and visual identity and translated the strategy into tactical assets, including a social strategy and launch materials to support the debut of the brand’s workshops. The result was a cohesive brand system — one where strategy, creative, and execution worked together to support a confident and intentional launch.