Nice to meet you.

Hi, I’m Krista—a Pacific Northwest native and creative leader with over a decade of experience shaping brands in the fashion and beauty industries. As Senior Art Director at Paula’s Choice, I drive strategic visual direction and lead global creative teams in delivering impactful, on-brand work across digital, retail, and experiential channels. My expertise includes developing cohesive visual identities, brand guidelines, and omnichannel campaigns that engage diverse audiences. Beyond digital design, I’ve led end-to-end photoshoots, produced compelling PR collateral, and curated concept packages for 3D interior spaces, including office and retail pop-up environments, blending modern aesthetics with functional design. Always eager to evolve creatively, I thrive on exploring new ideas in this ever-changing industry.

Photography has been a lifelong passion and creative outlet for me. As an elder influencer (long form blogger), I collaborated with several companies, producing product photography that’s been featured in campaigns and recognized on social platforms. My portfolio also includes freelance work—from senior portraits to engagements and anniversaries—along with nature and lifestyle photography, where I focus on capturing natural light.

When I’m not working, you can usually find me wine tasting, playing with dirt in my garden, obsessing over interior design details, or promoting self-care with every beauty product and candle I can get my hands on. I’m also never far from a good Spotify playlist.

I’m always excited about new creative opportunities and collaborations—let’s connect!

See my style feature in Hemispheres Magazine.

Listen to my guest appearance on the podcast This Is Design School on merging passions with design.