Creative Direction · Brand Strategy · Kansas City

Form
follows
intention.

Boutique creative direction for founder-led brands in luxury, wellness, and DTC. We remove what obscures. What remains converts.

Start a conversation View work
01 Philosophy
Restraint
is not
absence.
It is
precision.

Most creative work adds. More concepts, more options, more pages, more expression. The assumption is that value comes from volume — that more ideas signal more capability.

We operate from a different premise. Good branding reduces cognitive load. It removes the friction between a person and a decision. It creates the felt certainty that this brand was made specifically for me.

That kind of clarity doesn't come from addition. It comes from relentless editing — knowing what to keep, what to cut, and why every remaining element earns its place. Aesthetics as emotional infrastructure. Not decoration. Architecture.

"Most people think branding is about adding identity. We think it's about removing distortion."

02 Services
Three ways
to work with Forma.

Remote worldwide · Based in Kansas City · 2 client openings

01
Fractional
Creative Director
Ongoing senior creative leadership without the overhead of a full-time hire. Your strategic partner for brand, creative, and content decisions — present when it matters, trusted to move without hand-holding.
From $3,500 / month
02
Brand &
Creative Direction
Fixed-scope engagements for brands at an inflection point — launching, repositioning, or scaling. Clear deliverables, structured milestones, creative leadership that reduces rework and builds confidence.
From $5,000 / project
03
Creative
Clarity Audit
A focused diagnostic for brands that feel off but can't name why. We identify exactly what's creating friction — in messaging, visual identity, or content — and deliver a clear, prioritized action plan.
$1,500 · 5 days
03 By the numbers
100+
Campaigns Directed
20+
Brand Launches
18yr
In Practice
$1M+
Email Revenue Driven
04 Selected Work
Fine Jewelry · Luxury DTC
Vinca Jewelry
Full digital relaunch for a heritage fine jewelry house — editorial creative direction, photoshoot production, website design, and brand storytelling for the e-commerce era.
"Clear direction, cohesive execution, progress without agency bloat."
Wellness · E-Commerce
Bened Life
Built a creative department from nothing. Transformed a medical product into a warm lifestyle brand. Grew from startup to multi-million dollar company in 2.5 years as Head of Creative / Fractional CCO.
"Direction and experience that is deeply comforting."
Fine Jewelry · DTC Scale
Grown Brilliance
Scaled creative systems for a rapidly growing fine jewelry brand — repeatable frameworks for campaign development, content production, and brand consistency across all channels.
"Will definitely work with Chrystal again!"
Premium Lifestyle · Email
Mima Strollers
Full email lifecycle overhaul and brand recovery for a premium European stroller brand — rebuilding trust with lapsed customers and aligning brand voice with conversion performance.
"Committed to quality. Collaborative. Clear communicator."
View all selected work

Ready to
remove
the noise?

We work with a small number of founder-led brands at a time — luxury, wellness, and DTC. If you're at an inflection point and need clear creative leadership, let's find out if we're the right fit.

Start a conversation →

Typically respond within 24 hours
Remote worldwide · Based in Kansas City