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I'm Krystina Chapman, a senior freelance multi-disciplinary designer with over 10 years of industry experience, delivering design, content and creative problem solving to transform brand perceptions – balancing an innate creative flair with commercial acumen. I thrive at the intersection of strategy and craft, leading creative, refining design systems, and delivering measurable results for global brands such as Disney and Boux Avenue. I enjoy collaborating cross-functionally to elevate brand identity and create premium, user-centered experiences. beneaththetoadstool.com…I'm Krystina Chapman, a senior freelance multi-disciplinary designer with over 10 years of industry experience, delivering design, content and creative problem solving to transform brand perceptions – balancing an innate creative flair with commercial acumen. I thrive at the intersection of strategy and craft, leading creative, refining design systems, and delivering measurable results for global brands such as Disney and Boux Avenue. I enjoy collaborating cross-functionally to elevate brand identity and create premium, user-centered experiences. beneaththetoadstool.com

Krystina Chapman

Designer, Graphic Designer, Art Director, +4

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I'm Krystina Chapman, a senior freelance multi-disciplinary designer with over 10 years of industry experience, delivering design, content and creative problem solving to transform brand perceptions – balancing an innate creative flair with commercial acumen. I thrive at the intersection of strategy and craft, leading creative, refining design systems, and delivering measurable results for global brands such as Disney and Boux Avenue. I enjoy collaborating cross-functionally to elevate brand identity and create premium, user-centered experiences. beneaththetoadstool.com…I'm Krystina Chapman, a senior freelance multi-disciplinary designer with over 10 years of industry experience, delivering design, content and creative problem solving to transform brand perceptions – balancing an innate creative flair with commercial acumen. I thrive at the intersection of strategy and craft, leading creative, refining design systems, and delivering measurable results for global brands such as Disney and Boux Avenue. I enjoy collaborating cross-functionally to elevate brand identity and create premium, user-centered experiences. beneaththetoadstool.com

Available to hire

I’m Krystina Chapman, a senior freelance multi-disciplinary designer with over 10 years of industry experience, delivering design, content and creative problem solving to transform brand perceptions – balancing an innate creative flair with commercial acumen.

I thrive at the intersection of strategy and craft, leading creative, refining design systems, and delivering measurable results for global brands such as Disney and Boux Avenue. I enjoy collaborating cross-functionally to elevate brand identity and create premium, user-centered experiences.

beneaththetoadstool.com

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Work Experience

Head of Design (FTC Maternity Cover) at 2VIZ

February 1, 2024 - March 1, 2025

A return to Agency – delivering digital experiences that married creative application with best-in-class product design, for global clients such as Disney and Royal Caribbean. Managed the design team across London and Indonesia. Championed the switch to Figma, coordinating process, new design systems and presenting workshops. Facilitated project management with an agile workflow end-to-end: from planning timings and resource, to briefing devs, attending sprint meetings and client-facing presentations.

Graphic Design Lead at Boux Avenue

March 1, 2022 - January 31, 2024

Responsible for all multichannel creative output, both in store and online. Developed the creative team, consisting of designers, retouchers, stylists and freelancers. Lead the designs of campaigns from conception through to execution across web, email, social (paid and organic), store windows & in store graphics. Art direction and selects at shoots (campaign and ecommerce); an effective process with both print and digital design end-use in mind. Elevated brand identity into more premium and aspirational handwriting. Implemented content strategy to amplify brand experience on site.

Digital Design & Development Manager (FTC Maternity Cover) at Oliver Bonas

September 1, 2020 - January 31, 2022

Led the launch of a new site (May 2021) – a brand new CMS with significantly enhanced customer experience, plus a brand identity refresh. Pioneered UI/UX redesign of search, product pages, content and checkout. Liaised with key stakeholders throughout process, including CEO and COO. Managed design team of 3; influenced promotion of junior designer. Simultaneously delivered BAU; executed weekly homepage strategy responding to data.

Senior Digital Designer at Bestseller.com

February 1, 2020 - September 30, 2020

Steered content strategy and produced bespoke editorial and video creation. Overhauled the design of emails, increasing revenue by 58%.

Lead Digital Designer at Arcadia Group

April 1, 2018 - April 30, 2019

Responsible for the strategic design direction of 2 brands – Wallis & Evans.

Senior Lead Digital Designer at Arcadia Group

April 1, 2019 - February 29, 2020

Led the digital design for multiple brands within the group, shaping online experiences and brand consistency.

Midweight Ecommerce Designer at French Connection

June 1, 2017 - April 30, 2018

Contributed to ecommerce design, enhancing user experience and driving conversion.