Consider this a good omen.

Minor Magic is the independent creative studio of Crystal Carter RGD, based in London, Ontario.

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Two decades of building brands, launching campaigns, and knowing exactly when to break the grid.

Equal parts strategist and spellcaster, Crystal turns complex challenges into brands, campaigns, and experiences that make people feel something—and gives them a reason to act.

She is a type-obsessed design nerd, em-dash enthusiast, and incorrigible film fan.

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Creative Direction

Campaign Development

The big picture.
The smallest details.

Editorial &
Publication Design

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Art Direction

Production Design

Brand & Identity

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Digital Design

Featured Case Study.

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A large Western University building with promotional banners on its facade, showing a cloudy sky above.
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Western University,
All in Campaign

Select Work.

Select Work.

Crystal’s work spans food, consumer goods, and higher education, with brands like Frank’s RedHot, Old Bay, Cholula, McCormick, Scotch-Brite, Post-it, and Western University. A few crush projects live here. Consider this a small glimpse into a much larger archive, available on request.

A bag of Goldfish crackers with limited edition hot and spicy flavor, featuring a red and orange background with crackers and a thermometer illustration indicating heat levels.
A graphic illustration of a burger with labels pointing to its ingredients including mustard on top of the bun, mustard on the patty, mustard on the second patty, tomato, lettuce, onion, cheese, a beef patty, and a sesame seed bun, set against a brig
Collage of three seniors smiling against a dark purple background, with text about Western University research on aging and a QR code on the lower right.
A hamburger with a plant-based burger patty, lettuce, tomato, cheddar cheese, and mustard, served on a bun, with a background showing a green and yellow design featuring plant-based classic taste text and banners for French's mustard and Beyond Burge
Event poster for 'Alchemy Hour,' a live one-hour sound bath meditation at the Temple of Vesper, scheduled for Sunday, March 15, at 4 PM, with a ticket price of $40.
Open magazine spread on a wooden surface featuring a guide to Canadian universities with a portrait of a young woman smiling, and part of the cover showing illustrations of graduates in caps and gowns.
Close-up of orange bottles with black caps, arranged closely together. Overlaid on the bottles is a pop-up reminder message on a mobile screen stating, 'You are only as hot as how much Frank's you have in your pantry. Stay stocked.' with options to c
Arrangement of food items including foster farms chicken breasts, Lawry's Teriyaki marinade, Stubby's BBQ sauce, McCormick seasoning, and grill mates marinade mix. The image advertises a promotion for buy one, get one free foster farms chicken and ma
Collection of stickers featuring various condiments, sauces, and seasonings including ketchup, hot sauce, mustard, garlic salt, seasoning salt, barbecue sauce, and others.
Close-up of a high-tech nuclear reactor module inside a metallic circular chamber, with a person's fingers pointing at it. Text overlay promoting Western University Canada's nuclear energy research, highlighting safer, smaller, and more sustainable n
A tablet and printed newspaper showing an article titled 'Frugal innovation' from Western University, featuring an image of a walker prototype made of metal and plastic with the headline 'The forefront of innovation. Seriously.'
A wooden table with a bowl of fried noodles, a tray of fried rice, and a container of crispy fried onions, along with a white plate and wooden spoon, featuring promotional text for crunchy side dish.
A hand holding a taco filled with meat, lettuce, and other ingredients, with a bottle of Cholula hot sauce beside it and a red circle background with decorative elements, along with a text that says, "You're the Ghulia to My Burrito."
A red wooden surface with a package of Zatarain's crawfish, shrimp, and crab boil, along with illustrations of a potato, garlic, onion, corn on the cob, and lemon.
Close-up image of glazed orange-colored chicken drumsticks and pieces, with text overlay that says 'Frank's RedHot' and 'Since 1920'.
Advertising poster with McCormick spices and seasonings, including ground black pepper, turkey gravy, ground cinnamon, and garlic powder, surrounded by basil leaves, cloves, ginger, orange slices, star anise, and cinnamon sticks, with the text 'Quali
Text overlay on a grill-themed background reads: 'Fired Up & Ready to Grill' with fire, grill utensils, and food items like corn, watermelon, and charred meat visible in the background.
A stylized, halftone black and white close-up image of a Liberty Bell, with the word 'Liberty' written below.
Close-up of multiple buffalo wing pieces covered in orange sauce, with the text "We've got your wings covered. In sauce. Franchise's Red Hot" overlaid.
A woman smiling wearing glasses and a yellow shirt with a yellow necklace, next to a plate of cooked carrot fries and a bold text saying, 'Air Fryer Carrot Fries?'
Cooked salmon fillet with asparagus and lemon wedges on foil in a baking dish, with a box of McCormick Grill Mates marinade mix and a yellow recipe card that says "Get the recipe".
Illustration of a Western sandpiper bird with a message about the importance of birds and climate change research at Western University in Canada.
A young girl with dark hair and bangs, happily eating noodles with chopsticks, with overlayed cursive text that reads 'Did You Love It?'. The image is black and white.
Infographic titled 'Get To Know Your Herbs & Spices' featuring descriptions of black pepper, oregano, cinnamon, and paprika, with corresponding illustrative graphics of the herbs and spices.
Digital illustration featuring a purple question mark with green accents on a dark background, labeled 'Spirit Alchemy' at the top and 'Tarot' at the bottom.
Box of matchsticks with a label featuring a black and white cat photo and the word 'BUNNY' in bold letters.
Illustration of a purple sweater with a winter pattern including birds, hearts, trees, and geometric shapes, set against a purple background with snowflake designs.
Purple box with white text repeating 'Welcome to Western' in multiple lines, displaying the Western University Canada logo on the side.
Illustration of a snake coiled around with a crescent moon, star, and leafy plants, over a background of sliced fruits and vegetables.
Three different types of birds: a swallow in flight, a cedar waxwing perched, and a yellow-rumped warbler. The image is part of an educational poster about birds, climate, and conservation.
A woman with long red hair and tattoos on her hands, wearing a black long-sleeve shirt with a white yin-yang symbol and spiral design, standing outdoors among colorful tropical plants.
A woman with red hair wearing a black shirt with a large white number 13 on the back, standing in a greenhouse filled with green plants and sunlight.

Beyond Client Work.

Helping to shape the future of design through teaching, speaking, and writing.

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Let’s Work Together.

Have something in mind? Let’s give it a little life.

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