NYC-Based CRUX and Bronx culinary collective Ghetto Gastro partnered to create design-forward kitchen essentials exclusively launching with Williams Sonoma. Leveraging a cross-functional design system building hype with sneaker drop vibes we created release date teasers and product launch systems stretching across web + print + email + social. As lead designer, I worked closely with a cross-functional team to translate that sneaker-drop energy into a cohesive launch system. On web, we designed and animated desktop and mobile landing pages that built anticipation with bold typography and motion-driven product reveals. Social rollout included a full suite of Instagram stories — from a "coming soon" teaser to individual product drops to a full collection reveal — each paced to build hype the way a sneaker release would. In print, we designed a catalog spread that gave the collection a premium, editorial moment alongside the campaign's digital touchpoints. Email extended the same visual language into the inbox, ensuring the campaign felt unmistakably consistent whether someone encountered it on a phone, in a catalog, or in-store. Every asset stayed true to the shared design system while flexing to fit its format and moment in the release timeline.