Krusteaz
As the Digital Design Director at Tombras, I led the successful RFP that secured Krusteaz as a premier agency partner. Tasked with revitalizing their digital presence, I pivoted the creative direction from a traditional, legacy aesthetic to a bold, "Maker-centric" ecosystem. I established the core visual framework and interactive strategy that redefined how users engage with the brand, ensuring a seamless transition for the team to execute against new brand standards.
ROLE
PROBLEM
The existing Krusteaz site felt dated and static, failing to resonate with a modern audience of "Makers." Beyond the visual "juvenile" feel, an obsolete CMS prevented the brand from being agile. My challenge was to win the client’s trust through a high-stakes RFP and then quickly overhaul initial "safe" concepts into a transformational digital experience.
RESULTS
33% Increase in Session Duration
25% Increase in "Where to Buy" Organic Traffic
19% Increase in Pages Per Session
15% Decrease in Bounce Rate
From Traditional to Transformational
Winning the business required more than just a "better" version of the old site. While early explorations leaned into classic serifs and safe layouts, I recognized a gap between the brand's potential and its presentation. In a 24-hour turnaround, I overhauled the design language to be more immersive and experimental. This "Maker" mindset was adopted across the social and traditional teams, aligning the entire agency under a singular, modern visual goal.
Designing the "Interactive Kitchen"
I directed the architecture of two high-impact tools designed to drive utility and inspiration:
Interactive Flavor Chooser: A visual experimentation tool for culinary inspiration.
"Give Me Something to Make": A personalized recommendation engine driven by user pantry inventory. To ensure long-term scalability, I focused on layout patterns optimized for mobile-first "in-the-kitchen" usage and a modular CMS framework that empowered the client's internal team.
A Framework for Growth
Before transitioning from Tombras, I finalized the interactive framework and core UX patterns. These established guidelines served as the "Source of Truth" for the senior team to seamlessly integrate the client's updated branding. The result was a successful launch that stayed true to the "Maker" vision I established, delivering significant gains in user engagement and brand sentiment.
Revised client review live prototype
