Meet the team

We believe great brands aren’t built in isolation—they’re shaped by meaningful relationships. Whether you’re a startup, an established business, or an organization with a mission, we prioritize getting to know you.

Your story, your values, and your vision are at the heart of what we do. We work side by side with you to create strategies that resonate and designs that speak directly to your audience. If you’re ready to build a brand that’s as authentic as the relationships behind it, let’s connect and start the conversation.

Book a free strategy call

Joel Gerdis

The mind behind the messaging

As the head of strategy at Crate Collective, Joel Gerdis is the mind behind the messaging. He specializes in distilling big ideas into focused, effective brand strategies that connect with audiences and drive results. With years of experience helping businesses clarify their identity, Joel has a unique ability to bridge vision with execution—turning abstract concepts into actionable brand realities.

His work is rooted in deep curiosity and a belief that every brand has a story worth telling. Whether refining a company’s positioning, sharpening its message, or shaping long-term brand strategy, Joel’s approach blends insight, intuition, and practical application. His leadership at Crate Collective ensures that clients not only look great but also communicate with purpose and clarity.

Beyond the world of branding, Joel leads Worshipfully Ministries, where he helps others grow in their relationship with Jesus and embrace their identity as sons and daughters of God. Influenced by the teachings of sonship in Christ, he is passionate about living from a place of divine inheritance rather than striving for approval.

For Joel, whether he’s building brands or encouraging faith journeys, it all comes down to identity—knowing who you are and living it boldly.

Lucas Frazier

Focused on details and efficiencies

Lucas Frazier serves as Mr. Logistics at Crate Collective, where he masterfully orchestrates internal processes and client management strategies. His tenure at UPS endowed him with extensive experience in logistics operations, enabling him to implement systems that enhance efficiency and deliver exceptional client experiences. Lucas's meticulous attention to detail and strategic foresight ensure that Crate Collective operates with optimal precision.

Outside the professional sphere, Lucas is a pillar of strength and leadership within his family, exemplifying unwavering commitment as a husband and father. His dedication to his loved ones mirrors his approach to his work—marked by integrity, compassion, and steadfastness.

Lucas's devotion to his community and faith is evident through his active involvement in several initiatives. As the founder of Louisville Keep Your Fork, a non-profit organization dedicated to preserving the beauty, wildlife, and recreational opportunities of the Floyds Fork waterway, he advocates for responsible development and environmental stewardship. His efforts aim to protect this natural treasure for future generations. louisvillekeepyourfork.org

In addition, Lucas is the visionary behind PrayLouisville.org, an initiative that seeks to unite the city through prayer. The platform encourages individuals from diverse neighborhoods to come together, fostering a sense of community and shared purpose. By connecting people in prayer, Lucas aims to bridge divides and cultivate a city-wide culture of support and compassion. praylouisville.org

Lucas Frazier's multifaceted roles reflect a harmonious blend of professional excellence, familial dedication, and community service. His life's work is a testament to his commitment to leadership, faith, and the betterment of society.

Cliff Hilton

Focused on details and efficiencies

Cliff doesn’t just design logos or build brands—he helps businesses uncover their true identity. As the founder and creative lead, he blends strategy and artistry to craft brands that are both purposeful and authentic. But for Cliff, branding isn’t just about business; it’s a reflection of how he sees life—as something whole and connected, never divided into neat little categories.

Fatherhood is at the core of who Cliff is, and fights against the idea of work-life balance as a tightrope act. Instead, he leads his family like a team, integrating work, home, and creativity into a seamless rhythm. His confidence in his identity in Christ and trust in God as provider allow him to fully engage in every role—husband, dad, leader, and creative—without buckets. Whether he’s strategizing a brand, taking his kids along for an adventure, or sharing a meal with clients who become friends, it’s all part of the same story.

Outside of Crate Collective, Cliff fuels his love for adventure by racing his VW Corrado VR6 as an autocross driver, hitting mountain bike trails, and exploring the outdoors through camping and hiking with his family. For him, creativity and adventure are inseparable—both require vision, adaptability, and the willingness to embrace God's creation.

Cliff’s work, life, and faith don’t compete; they complement each other. And through his journey, he’s helping others see that identity—whether in branding or in life—isn’t something you create. It’s something you uncover.