CRUMBL ART DIRECTION
CRUMBL ART DIRECTION
As a Senior Graphic Designer at Crumbl, one of my key responsibilities is leading the art direction for holiday themes and marketing campaigns. Here are a few of my favorite projects where I took the creative lead.
Valentines Day
Valentine’s Day 2024 was one of the first campaigns we tackled after our brand refresh. Transitioning from a minimalistic aesthetic to a bold, vibrant, and playful identity was an exciting challenge that pushed our creative team to explore fresh, innovative ideas.
Olivia Rodrigo
Olivia Rodrigo was Crumbl’s first celebrity partnership following our brand refresh. For this art direction, my goal was to seamlessly blend Olivia’s signature style with our refreshed branding, creating a one-of-a-kind experience that felt both authentic and exciting for our customers.
Halloween
For Crumbl’s first seasonal branding, we embraced a ‘70s retro aesthetic, pairing it with creative tablescapes inspired by iconic Halloween characters. The challenge was finding a way to make the experience feel inclusive and inviting—ensuring that anyone could see themselves enjoying a Crumbl dessert, even a monster.
Winter Seasonality
Building on the success of our fall seasonal branding, we decided to continue the retro theme—this time with a midcentury modern twist for the holidays! This campaign allowed me to experiment with new illustration styles, taking our designs to the next level. We put immense effort into sourcing vintage ornaments and retro toys for the photoshoot, capturing the perfect sense of Christmas nostalgia.
