Nice to meet you.

I’m Krista—a creative leader with over a decade of experience shaping brands across beauty, fashion, and lifestyle. Most recently, I served as Senior Creative Director at Paula’s Choice, where I led a brand evolution spanning visual identity, creative direction, and campaign storytelling. Partnering closely with executive leadership, I helped modernize the brand’s expression and bring its vision to life across digital, retail, and experiential platforms, including high-profile campaigns featuring A-list talent.

I specialize in building and evolving visual identities at scale—leading multidisciplinary teams, developing cohesive brand systems and guidelines, and delivering omnichannel campaigns that elevate brand perception and drive performance. My experience spans end-to-end creative direction, from global campaigns and photoshoots to product storytelling and immersive brand experiences, all grounded in clarity, consistency, and craft.

Photography has long been a personal creative practice and continues to shape my eye for composition, light, and narrative. Alongside my leadership work, I’ve collaborated with brands on product photography featured in campaigns and across social platforms, as well as select freelance portrait and lifestyle projects.

Outside of work, I’m drawn to the things that inspire and ground me. I love gardening, wine tasting, and refining interior spaces, as well as finding beauty outdoors—whether it’s a golden sunset, a bonfire on the beach, or time spent with my dog. I’m equally passionate about fitness and wellness, with my Peloton in regular rotation. At home, you’ll often find me with a thoughtfully curated Spotify playlist playing and a favorite candle burning nearby.

I’m always open to meaningful creative conversations, new perspectives, and exciting collaborations. Let’s connect.

Featured in Hemispheres Magazine.

Guest on This Is Design School podcast, discussing the intersection of passion and design