At Crate, we’re redefining how businesses and organizations grow by blending precision branding with laser-focused marketing strategy. Our story begins with two visionaries—Cliff Hilton and Joel Gerdis—joining forces to create something extraordinary, now elevated by the talents of Lucas Frazier. Together, we’re building sustainable, repeatable processes that deliver high-level brand creation and strategic solutions tailored to businesses and organizations of all sizes and needs.
The Origin Story: Cliff and Joel’s Collaboration
Cliff Hilton founded CRATE as a branding and web development powerhouse, bringing his exceptional eye for design and brand identity to the table. When Joel Gerdis came on board, he added a layer of strategic depth, transforming CRATE into a company that not only crafts stunning brands but also drives impactful marketing strategies. Our partnership didn’t start here, though—it was forged years ago serving David Novak, co-founder and former CEO of Yum! Brands.
Cliff and Joel originally collaborated while working for David, helping to build and amplify his leadership brand, David Novak Leadership (DNL). Together, we shaped his marketing presence and launched a podcast featuring an impressive lineup of guests—hundreds of professionals and athletes like Tom Brady, CEOs like Jamie Dimon of JPMorgan Chase, and thought leaders like Geoffrey Colvin of Fortune Magazine. That experience honed our ability to craft compelling narratives and execute strategies that resonate with diverse audiences, a skill we now bring to every CRATE client.
Lucas Frazier: The Precision Behind the Process
Lucas Frazier brings a unique blend of precision and purpose to CRATE as our “Mr. Logistics,” where he masterfully oversees internal processes and client management strategies. With extensive experience in logistics operations from his time at UPS, Lucas implements systems that enhance efficiencies and ensure exceptional client experiences, keeping CRATE running with optimal precision. Beyond the office Lucas serves his community. As the founder of Louisville Keep Your Fork, a non-profit dedicated to preserving the Floyds Fork waterway’s beauty and wildlife (visit louisvillekeepyourfork.org), and the visionary behind PrayLouisville.org, a platform uniting the city through prayer (sign up at praylouisville.org), Lucas champions responsible development, faith, and community connection. His attention to detail and strategic foresight make him an invaluable part of the CRATE team, reflecting his broader mission to improve both business and society.
Cliff + Joel + Lucas: High Brand Meets High Strategy Meets High Precision
Cliff is the master of “high brand”—think visually stunning identities, messaging that sticks, and positioning that connects deeply with audiences. Joel brings “high strategy” to the mix, ensuring every move is intentional, goal-oriented, and reverse-engineered for measurable success. Rounding out the team is Lucas Frazier, our “Mr. Logistics,” who brings a sharp focus on details and efficiencies from his extensive experience at UPS as an industrial engineer. Together, we’re a strategic dream team, blending creativity, pragmatism, and operational excellence to solve business development challenges.
Our Creative Hub in Louisville, Kentucky
The magic happens at our new office in the industrial park of Jeffersontown, Kentucky—a space where ideas come to life and strategies take shape. We’re proud to share this location with Thoughtfly, a high-end video production company capable of producing national-level video content and ads. This partnership amplifies our capabilities, allowing us to seamlessly integrate top-tier video into our branding and campaign strategies. From this hub, we’re crafting brands and campaigns that don’t just look good—they deliver results. Whether you’re a small startup or a large organization, we’re here to help you grow with solutions tailored to your unique needs.
What We Offer: Brand and Strategy, Campaign-Style
At CRATE, we believe every business deserves a brand with precision and clarity, paired with a marketing strategy that’s laser-focused on results. Here’s what we bring to the table:
- Brand Development & Refresh: We create or rework professional, high-level brands—complete with messaging, positioning, and visuals—that connect with your audience and align with your goals.
- Strategic Marketing: Strategy isn’t an afterthought; it’s woven into everything we do. We consider every online, offline, and traditional tactic to ensure your goals are met while staying true to your brand.
- The Campaign Difference: We’re not about generic deliverables like “four blogs and a newsletter.” We take a campaign-driven approach, customizing strategies to your specific objectives. By aligning channels (web, email, social, search, paid) and reverse-engineering from your goals, we ensure every effort drives measurable value. It’s about storytelling, synergy, and real-time adjustments that amplify your reach and engagement.
Serving Organizations of All Sizes & Solving Challenges
No matter your size or industry, CRATE is built to serve you. From startups needing a bold brand identity to established organizations seeking a strategic refresh, we tackle business development challenges with a mix of creativity, precision, and operational excellence. Our Jeffersontown office, shared with Thoughtfly, is where we dream big, strategize smart, and deliver solutions that stay focused on goals and measurement.
Cliff’s branding expertise, Joel’s strategic vision, and Lucas’s logistical mastery—born from years of collaboration and now thriving at CRATE—are here to help your business stand out and succeed. Ready to give your brand precision and your marketing a laser-focused strategy? Let’s talk.