Hi, I’m Krista.

Creative Leader | Brand Strategist | Spirits Industry Expert

With 15 years of experience in the design industry, I specialize in translating business ambition into cohesive brand worlds that drive growth and long-term equity.

For the past decade, I’ve called Louisville, Kentucky home. Immersed in the world of bourbon and horses, I’ve had the privilege of leading design for some of the most iconic names in the spirits industry, including Brown-Forman and Heaven Hill Brands. Whether I’m mentoring a high-performing team of designers or orchestrating cross-functional alignment with global stakeholders, my goal is creative excellence.

I shape global creative visions, defining brand positioning and identity ecosystems across complex portfolios.

I thrive at the intersection of consumer insight and design excellence—using market intelligence to craft compelling strategic briefs and elevated packaging.

Core Expertise:

• Brand Strategy: Defining positioning and design strategy for global portfolios.

• Identity Systems: Developing core branding and visual identity ecosystems.

• Packaging Design: Leading creative execution from initial concept to production.

• Creative Leadership: Mentoring designers and championing studio initiatives.

Lets Connect: I am always looking to discuss brand innovation, design leadership, or the best of the Louisville food scene.