Creative Lead & Multidisciplinary Designer based in Sydney
About my background
I’m Cristina Lacruz, a multidisciplinary designer and creative lead with over 13 years of international experience across branding, marketing, digital design, and visual storytelling. I’ve worked between Australia, Spain, and the U.S., creating meaningful design solutions that connect people, brands, and ideas.
My work blends creativity with strategy — transforming concepts into visual experiences that are purposeful, elegant, and emotionally engaging.
My Vision
To create design that connects, inspires, and drives meaningful change — blending beauty with purpose across cultures, industries, and platforms.
Why you should work with me
Trusted Creative Leadership — I’ve led creative teams and collaborated with agencies, freelancers, and internal stakeholders to deliver campaigns that perform (on-brand, on-time, on-budget).
Strategic & User-focused — I think beyond aesthetics: I consider user experience, behavioural impact, and the business objectives in all my work.
Versatile & International Perspective — Having worked across cultures, sectors (retail, eCommerce, social impact NGOs, public projects), I bring adaptability, open-mindedness, and innovative thinking.
Hands-on with Methodology & Tools — Like design systems, UX/Service design, content production (video, photo, digital), Adobe Creative Suite, prototyping tools, and collaboration platforms.
Detail Obsessed, Purpose Driven — I deliver design with clarity, consistency, and intention. I care about what each visual, each interaction, each word says — because each piece contributes to the bigger story and how people feel.
My Skills
BRANDING • PRINT DESIGN • DIGITAL DESIGN • FASHION DESIGN • PRODUCT PHOTOGRAPHY
• Creative Leadership & Team Mentoring
• UX / Service Design / Human-Centred Design
• Brand Strategy & Visual Identity Systems
• Digital Campaigns & eCommerce Design
• Video, Motion & Photo Direction / Post-Production
• Agency & Freelance Collaboration
• Stakeholder Management & Cross-Functional Coordination
• Prototype / Wireframe / Journey Mapping
• Design Tools: Adobe Creative Suite (Illustrator, Photoshop, InDesign), Premiere Pro, After Effects, Shopify, WordPress
• Soft Skills: Empathy, Problem Solving, Adaptability, Attention to Detail, Time Management
PRINT DESIGN
I design high-quality printed materials that bring your brand to life across every physical touchpoint. From small-format stationery to large-scale graphics, every piece is crafted to communicate your message with clarity, consistency, and beauty.
My print design services include:
• Business Collateral – business cards, letterheads, stationery, and corporate materials
• Signage & Displays – indoor and outdoor signage, trade show panels, and banners
• Packaging Design – creative, functional packaging that reflects your brand identity
• Event & Merchandising Materials – flyers, posters, brochures, and promotional items
• Catalogues & Publications – layout design for product catalogues, lookbooks, and magazines
• Large-Scale Graphics – wall murals, window decals, and environmental design
• Vehicle Branding – car wraps and mobile advertising solutions
Each design is developed with attention to detail, production excellence, and a seamless connection between your brand’s print and digital presence.
DIGITAL DESIGN
The digital world is constantly evolving — and so am I. I design digital experiences that strengthen your brand presence across screens and platforms, combining creativity, strategy, and functionality to captivate your audience online.
My digital design services include:
• Email Newsletters – visually engaging, responsive layouts that inspire interaction and conversion
• Digital Marketing Materials – pop-up banners, online ads, and promotional visuals for web and campaigns
• Social Media Design – cohesive, on-brand content that enhances recognition and engagement
• Website Design – user-friendly, visually compelling sites that reflect your brand identity and objectives
Each project is created with both aesthetics and performance in mind, ensuring your digital presence communicates effectively and leaves a lasting impression.
FASHION DESIGN
Fashion has always been one of my earliest creative passions. I began designing at 16, helping my cousin develop patterns for her clothing brand, and later continued collaborating with fashion design students during my university years, supporting them with visual and branding concepts.
Since then, I’ve had the opportunity to work with a variety of brands and studios, exploring different styles and techniques through illustration, textile design, and creative direction. Fashion design allows me to merge storytelling, art, and identity — expressing ideas through textures, colors, and form while keeping each creation aligned with the brand’s personality and purpose.
BRANDING
I create complete and cohesive brand identities that capture a company’s essence and connect with its audience across every touchpoint.
My branding services include:
• Naming & Messaging – defining tone, values, and visual personality
• Logo Design & Lockups – adaptable versions for all media (horizontal, vertical, icon-based)
• Business Collateral – business cards, letterheads, stationery, and brand templates
• Marketing & Sales Materials – print and digital assets for campaigns and presentations
• Trade Show & Environmental Branding – signage, displays, and event design
• Packaging Design – cohesive product presentation across physical and digital spaces
I ensure every element aligns with your brand story, creating a visual language that feels authentic, consistent, and memorable.
PRODUCT PHOTOGRAPHY
Great photography has the power to tell a story, elevate a brand, and spark emotion. I create product photography that highlights the beauty, texture, and detail of every piece — capturing its essence with creativity and precision.
My photography work focuses on delivering visually consistent, high-quality images tailored for both digital and print use. From concept and styling to lighting and post-production, I ensure every shot reflects your brand’s aesthetic and values.
Whether it’s jewellery, fashion, lifestyle, or product-based imagery, I approach each session with an artistic eye and strategic mindset — creating photos that connect with your audience and enhance your visual identity.
