Krystal Pratt is an award-winning designer and creative director with over 15 years experience. Designing at every level from in-house to agency and freelance positions, Krystal's primary focus has been creating high-end editorial designs to support strategic marketing initiatives within luxury travel and in-home industries, working with brands such as: Ritz Carlton, Porcelanosa, Calvin Klein, Christopher Guy and Kathy Ireland.
In 2019, Krystal added the healthcare industry to her repertoire. She initiated a brand revamp overhaul and introduced digitally interactive media to help sales initiatives during Covid, all while building a strong creative team.
Additionally, Krystal implemented best practices and a streamlined project management process for the creative team increasing productivity in 6 months by 85%. Continuing these efforts she partnered with sales, finding a program that would not only host marketing materials but, also allowed tracking which enabled the measuring of success of designed materials in addition to the success of each individual sales representative.
Because of Krystal’s photography background, she directed 3D community tours to be used as an effective selling tool and enhance the client experience as well as, overseeing and providing creative direction on photoshoots and video’s intended for marketing purposes.
In just over a year Krystal has increased email open rates by 21%, Social Media Engagement to 3.65% and a 77.6% Increase on website views. With her direction and 360 campaign strategy, Krystal’s team procured 7 award wins within the first year of her hire, making her company Spring Hills a competitor in Health Care marketing.
Krystal notes that her success has been due to selfless mentors who have helped her to continuously learn and grow. She passes on this skillset and knowledge to her team, providing one-on-one mentorship and pushing them out of their comfort zones to not only grow personally but, provide cutting edge designs and strategy for the company she works for.
SPRING HILLS | Director of Branding + Media
AUGUST 2020 - PRESENT
With a hands on approach, built a creative team to create a refreshed brand across four verticals and integrating a new fifth vertical both visually and with new consistent messaging resulting in 7 GDUSA awards and a promotion to from Art Director to Director of Branding & Media. Following this, introducing, conceptualizing, and designing digitally interactive media for use with inside sales as well as consumers and ran point on the the new 3D tour initiative.
Additionally, increased Social Media Engagement by 6K within 6 months, Email open rates increased by 21% and developed department best practices and on-boarding while migrating the team onto ASANA for more productive project management resulting in an 85% productivity increase.
NOURISON | creative services manager
NOVEMBER 2015 - AUGUST 2020
Project lead on companies 300+ page collective catalog for 3 consecutive years. Streamlining the revamped look from first initial concept through to coordination and art direction of stylized photoshoots, overseeing color correcting as well as post and proof processing, managing a team of 5. Catalog for 3 consecutive years won a GDUSA award.
Project manager directly assisting the art and marketing director, delegating and managing all incoming creative and marketing requests for 18 person creative team, including directly managing interns. Simultaneously, managing the organzation, preparation and shipping of multiple trade show materials.
Porcelanosa | website manager + senior graphic designer
2009 - 2015
Manager of the USA website. Expanded original 4 page portal to full online product catalog within 1 year. Conceived, created and managed online blog, initiating topics and writing copy daily, successfully attracting more traffic to the website by integrating them with all social media outlets.
Project Manager and visual designer creating structural changes keeping branding styles consistent. Associated with 26 nationwide managers to provide various marketing collateral for events and sales tools. Mentored and trained junior designers regarding website, branding and print layouts.
Ryan media | lead designer + office manager
2008 - 2009
Trained and oversaw junior designers. Met perspective new clients providing immediate design concepts culminating in a larger client base. As a small design and marketing agency design projects varied from logos, brochures, small websites, newsletters and postcards for multiple clients in deadline driven environment. Planned, staged, promoted and ran client events, providing all required artwork. Collaborated with photographer providing art direction for multiple clients use across both print and digital platforms.Organized owner’s schedule, oversaw office, finances, staff and client inquiries.
crown collections | website manager + lead designer
2007 - 2008
Re-designed company newsletter to ﬁt a more modern vibe, implemented new branding across all assets. Managed the design and execution of new marketing collateral to aide outside Sales. Project manager for website, maintaining a close relationship with off-site web developer to address issues and new structural website implementations. Collaborated with 4 and 5 star, mostly European hotel marketing departments creating programs to represent them in the USA followed by implementation on the website and various marketing collateral.
krystal pratt productions | creative director
2017 - Present
Providing various design and photography services to private clients and large companies such as: Behind the Book, Atrium Livingtson, KSS Photography, MetTel, Yosaris Rodriguez, Ponzini and Ponzini, Magnus Flooring, Saddle Brook Cheerleading, The Grind Method
The Future of Sales: Creating a Digital Experience
Krystal Pratt talks about 'The Future of Sales: Creating a Digital Experience' as a featured writer and designer on GDUSA's blog.
READ THE ARTICLE
technical skills + areas of expertise
16 years of visual and digital design experience with a strong concentration on branding. Luxury design experience with an editorial flare and love of layout and clean, modern design.
Comfortable taking a project from concept through to completion. Enthusiastic calendar organizer delivering projects on time and often ahead of schedule on tight deadlines. Inspiring my team, while problem solving to create beautiful and functional work.
Inspirer by nature, enjoys finding a teams individual talents and harnessing it to take a project across multiple platforms in a cohesive, fully branded style. No job is to minute. Comfortable directing clients to their culminated end goal so that my team can create a better design for their needs.
inDesign, Illustrator, Photoshop, Lightroom, Hubspot, Microsoft Office, Mailchimp, Constant Contact, Basecamp, Asana, Slack, iMovie, Portrait Pro, Mac Proficient, Basic HTML, Canon, Honeybook, Microsoft Teams, Zoom, Magento, Salsify, Sisemic
Creative Direction, Design (Print + Digital), Digitally Interactive Design, Team Leadership + Motivation, Project Management, 360 Campaigns, Branding/Identity, Presentation Decks, Print Collateral, Trade show Planning + Collateral, UX/UI/Wire-Fame, Eblast/Web Banner, Website Maintenance, Digital/Social Media Marketing, Photoshoot Planning/Styling, Event Coordination