Crystorama
MAKE LIFE BRIGHT
Founded in Brooklyn in 1958, Crystorama is a premier decorative lighting and mirror brand built on quality, craftsmanship, and design integrity. With over 65 years of expertise, Crystorama creates lighting that serves as a defining layer in contemporary interiors—shaping atmosphere, highlighting materiality, and elevating spatial experience. Every collection balances form, proportion, and purposeful illumination to bring lasting beauty to any environment.
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CRYSTORAMA
SOCIAL MEDIA
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PROBLEM
Crystorama’s social media presence was underperforming, with stagnant follower growth and minimal interaction from their B2B dealer network and trade partners. The content lacked a cohesive aesthetic and failed to showcase the premium craftsmanship and beauty of their lighting fixtures. Without a clear visual strategy, posts were easily overlooked in crowded professional feeds, missing critical opportunities to highlight new collections, finishes, and industry updates.
SOLUTION
I transformed Crystorama’s social channels into a high-impact visual gallery by applying the brand’s refreshed identity. By prioritizing high-resolution lifestyle imagery, streamlined typography, and a consistent color story, we turned the feed into an indispensable resource for designers and dealers. The strategy shifted from "announcing" to "inspiring," resulting in an 60% increase in total engagement and a significantly stronger digital footprint for the brand.
TARGET AUDIENCE
The strategy targeted interior designers, decorators, trade professionals, and homeowners looking for lighting inspiration. This audience uses social media for visual discovery and trend-watching. They require content that is not only informative regarding stock, finishes, and design trends but also "shareable"—providing them with aesthetic inspiration they can pass along to their own clients and project boards.
DELIVERABLES
Social Media Brand Kit: Custom templates for Instagram, Facebook, and LinkedIn.
Curated Content Pillars: Defined categories for product spotlights, behind-the-scenes, and trade features—including New Arrivals, Home Installs, Editorial Editions, and Feature Fridays.
Motion Graphics & Reels: Dynamic video templates for new product reveals, installation showcases, and deeper product details.
Engagement Strategy: A structured plan for community interaction, designer spotlights, and hashtag optimization.
Brand Style Guide: Specific rules for photography filters, font overlays, and grid layouts, incorporating occasional "playful" and lighter posts to engage new audiences with a approachable feel.
Performance Dashboard: Monthly analytics tracking focused on shares, saves, and high-intent comments.
MY ROLE
I served as the Art Director and was responsible for translating the refreshed Crystorama brand identity into a digital-first format. This included designing all post templates, directing the visual curation of products, and implementing a data-driven posting schedule. I specifically focused on "stopping the scroll" through elevated design, which directly led to the 60% surge in audience engagement.
PROJECT TYPE
B2B / B2C Social Media Strategy & Visual Content Design
SHERWIN-WILLIAMS REEL PROCESS
VERSION 1
VERSION 2
VERSION 3
PRODUCT INTRODUCTION REELS
KILLIAN
ADDIS
TRADESHOW RECAP REELS
ATLANTA DESIGNER SHOWCASE
HIGH POINT MARKET
DALLAS MARKET
NEW CATALOG LAUNCH RECAP VIDEO WITH TASTEMAKERS
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CRYSTORAMA
EMAIL MARKETING
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PROBLEM
Crystorama’s B2B and trade email marketing had consistently low open and click-through rates, limiting engagement with new product launches, sales promotions, pricing updates, and current inventory offerings. The emails lacked a cohesive visual identity and compelling design elements, which reduced their effectiveness in capturing attention and driving action among showroom partners, dealers, and interior designers.
SOLUTION
As part of the brand refresh, the email marketing templates were redesigned to reflect Crystorama's updated visual identity—incorporating a refined color palette, modern typography, and updated logo elements. The refreshed design created a sleek, visually engaging, and professional presentation that highlighted the detail and finish of the lighting fixtures, resulting in improved open and click-through rates. The modernized templates provided consistency across campaigns, strengthened brand recognition, and enhanced communication with trade partners regarding product updates, promotions, and design trends.
TARGET AUDIENCE
The target audience consists of lighting showroom dealers, interior designers, trade professionals, and distributors who rely on timely updates for product launches, specification details, and current offerings. These recipients value clear, visually inspiring communications that help them select lighting for client projects and make informed inventory decisions. By delivering content tailored to their professional workflow, the campaigns strengthen trade relationships, drive higher click-throughs, and support business growth.
DELIVERABLES
Redesigned Email Templates: Custom campaign templates reflecting Crystorama's refreshed brand identity.
Cohesive Visual System: Consistent color palette, typography, and logo integration optimized for lighting imagery.
Campaign Variations: Layouts customized for new collection reveals, promotional sales, pricing/spec updates, and general catalog spotlights.
Responsive Architecture: Fully mobile-optimized, cross-client tested email designs.
Structured Layout System: Standardized visual hierarchies for photography, body copy, and primary/secondary calls-to-action.
Brand Style Guidelines: Documentation for maintaining visual consistency across future trade and consumer email communications.
Performance Analytics: Tracking setup to monitor open rates, click-through rates, conversions, and subscriber engagement
MY ROLE
Led the redesign and strategy for Crystorama’s email marketing program. Responsibilities included creating visually compelling templates aligned with the refreshed brand identity, designing modular layouts for collection launches and trade announcements, ensuring mobile responsiveness, and optimizing for higher conversion rates. Additionally, I established guidelines for brand application across all email campaigns and monitored analytics to refine sending strategy over time.
PROJECT TYPE
Brand Identity Design & Corporate Standards
1st Email (Click Here for Full Zoom) | 2nd Email (Click Here for Full Zoom) | 3rd Email (Click Here for Full Zoom)
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CRYSTORAMA
E-COMMERCE
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PROBLEM
Crystorama's Amazon presence did not fully reflect the brand's premium positioning within the luxury lighting market. Product listings lacked a cohesive visual strategy, making it difficult to communicate craftsmanship, premium materials, and design-forward collections. Inconsistent imagery, limited lifestyle content, and underutilized A+ Content reduced customer engagement and made it challenging for shoppers to differentiate Crystorama from lower-priced competitors. Opportunities also existed to improve discoverability, increase conversion rates, and better merchandise the brand's top-performing collections across the Amazon marketplace.
SOLUTION
A comprehensive Amazon brand experience was developed to elevate Crystorama's luxury positioning while improving the customer shopping journey. Product detail pages were redesigned with premium imagery, enhanced lifestyle photography, comparison charts, and branded A+ Content that highlighted craftsmanship, finishes, installation benefits, and design inspiration. The strategy focused on merchandising Crystorama's best-selling collections—including chandeliers, pendant lighting, vanity lighting, wall sconces, ceiling fixtures, and outdoor lighting—to create a consistent premium shopping experience. Enhanced visual storytelling, improved content hierarchy, and optimized product assets increased customer confidence, strengthened brand recognition, and supported higher conversion rates across the Amazon storefront.
TARGET AUDIENCE
The primary audience consists of homeowners, interior designers, home renovators, builders, and design-conscious consumers seeking premium decorative lighting. These customers value exceptional craftsmanship, elevated aesthetics, trusted quality, and detailed product information when making higher-consideration purchases online. The experience was designed to simplify product discovery while reinforcing Crystorama's reputation as a luxury lighting brand.
DELIVERABLES
Amazon Brand Store design and optimization
Premium A+ Content and Enhanced Brand Content (EBC)
Product Detail Page (PDP) redesigns
Hero imagery and lifestyle photography direction
Infographics highlighting key product features and finishes
Comparison charts for top lighting collections
Collection landing pages featuring chandeliers, pendants, vanity lights, sconces, ceiling fixtures, and outdoor lighting
Amazon-compliant visual asset library
Conversion-focused content hierarchy and merchandising strategy
Mobile-first optimization for Amazon shopping experiences
Brand consistency guidelines for future marketplace assets
MY ROLE
Led the creative direction and UX strategy for Crystorama's Amazon marketplace experience. Responsibilities included designing premium A+ Content, optimizing product detail pages, developing visual merchandising systems, art directing product imagery, establishing scalable design standards, and creating a cohesive luxury brand experience across Amazon. I partnered with marketing and merchandising teams to prioritize top-performing collections, improve content clarity, and optimize customer engagement through conversion-focused design.
PROJECT TYPE
Amazon E-commerce Design • Marketplace UX • Brand Experience • Visual Merchandising • Conversion Optimization
AMAZON STORE FRONT REDESIGN
HOME
DECORATIVE MIRRORS
CEILING FIXTURES
CHANDELIER LIGHTS
LINEAR LIGHTS
PENDANT LIGHTS
FLUSH MOUNTS
SEMI-FLUSH MOUNTS
WALL SCONCES
BATHROOM LIGHTS
TASK LIGHTS
ANTIQUE FIXTURES
OUTDOOR LIGHTS
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CRYSTORAMA
BRAND GUIDELINES
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PROBLEM
Inconsistent visual messaging and fragmented creative direction across platforms were diluting Crystorama’s brand identity. As the brand evolved toward a softer, more intentional aesthetic, the lack of centralized guidelines led to conflicting visual styles, disconnected tone of voice, and an inability to smoothly execute the new creative vision across all touchpoints.
SOLUTION
Developed a comprehensive, elevated set of brand guidelines to unify Crystorama’s identity and steer the brand into a modernized art direction. The system introduces an organic, rounded design language paired with warm, earthy elements—reflecting natural materials, fluid silhouettes, and balanced lighting compositions. This established a single source of truth for both digital and print environments, ensuring consistent, high-impact brand representation.
TARGET AUDIENCE
Internal Teams: Marketing, E-Commerce, Social Media, Creative, and Sales
External Partners: Freelance Designers, Content Creators, Photography Studios, and Agency Partners
Trade & Retail: Showrooms, Interior Designers, Lighting Distributors, and E-Retailers
Media & Press: Editorial Outlets, PR Partners, and Industry Publications
DELIVERABLES
Brand Manual: A comprehensive brand playbook defining Crystorama’s mission, elevated positioning, and updated artistic core.
Art Direction & Imagery Style: Clear guidelines for photography and visual storytelling, focusing on warm ambient lighting, natural textures, earthy tones, and soft, organic compositions.
Organic Graphic System: Specifications for custom iconography, subtle background textures, and curved graphic elements inspired by rounded silhouettes and natural forms.
Color Palette: Curated primary, secondary, and accent palettes dominated by warm neutrals, earthy clays, muted terracottas, and stone tones.
Typography: Specified typeface pairings—balancing elegant, humanistic serifs with clean, approachable sans-serifs for a soft yet refined hierarchy.
Logo Usage: Rules on spatial clearance, sizing, neutral color applications, and background pairings for maximum legibility and elegance.
Tone of Voice: A refreshed voice framework—inviting, sophisticated, grounded, and focused on editorial storytelling.
Marketing & Digital Templates: Pre-designed layouts for social media platforms, email campaigns, presentation decks, and digital banners reflecting the new visual system.
Collateral & Application Examples: Visual mockups demonstrating the brand applied across digital channels, print catalogs, showroom signage, and promotional packaging.
Implementation Checklist: A step-by-step review tool to ensure all creative output adheres to the updated art direction before publication.
MY ROLE
Creative Audit & Strategy: Conducted an end-to-end review of existing digital and promotional assets to map out visual friction points and define the transition strategy toward an organic aesthetic.
Art Direction & Concepting: Conceptualized and built the core visual system—establishing the earthy color spectrum, rounded design components, and organic photography style.
Cross-Functional Collaboration: Partnered with leadership, e-commerce, and social teams to align on aesthetic shifts while maintaining brand equity.
Guidelines & Manual Development: Authored and designed the complete Crystorama Brand Manual from concept through final publication.
Template Design & Asset Creation: Built modular, reusable design templates across email, social, and web touchpoints to streamline workflow for the creative team.
Implementation Support: Provided creative oversight and guidance during rollout to ensure seamless adoption across internal teams and external collaborators.
PROJECT TYPE
Professional | Internal & External Brand Redirection
This project established a modern visual baseline for Crystorama. By pairing a structured design system with an organic, texture-driven aesthetic, the guidelines equipped internal teams and external partners to deliver unified, memorable, and elevate creative experiences across all platforms.
BEFORE REDIRECTION
AFTER REDIRECTION
