At CraftWell, we help companies create powerful brands through simple, purposeful and smart design:

from brand identities for companies large and small, to campaigns and projects for cultural icons like Allergan, HBO, Vail Resorts, Boston Scientific, and Universal Music. Our team is small but nimble and at times we build custom teams around a project to best suit your needs. Each project is spearheaded by the Creative Director Rebecca Heinemann.

Founded in 2016


Rebecca Heinemann

FOUNDER | Creative Director | Brand Strategist

Utilizing best practices in user experience, strategy and branding Rebecca has led and launched countless campaigns throughout her career. Working with HBO, Vail Resorts, Pfizer and Universal Music Group (to name a few) she was instrumental in developing many of those brands businesses.

Career highlights include, creating the award-winning experiential campaign for AMD’s (Advanced Micro Devices) developers conference, then followed by a post as Creative Director for Anthem BCBS, where she was instrumental in creating their digital department. For the last several years Rebecca has partnered with funded start-ups, non-profits, Fortune 500s, entertainment brands, and technology brands leading the creation of their identities and consumer sites. From print to digital experience and everything in between, Rebecca's creative vision will drive engagement for your brand.  

When not focusing on CraftWell, she spends time with her young son and her husband. You can often find them hiking Griffith Park or barbecuing in their backyard in Studio City. Organic everything, home-cooked meals, kefir smoothies, and farmers’ markets – these are some of her favorite things (in addition to her son and husband of course).

To see some of Rebecca's past work (before life at CraftWell) check her out on Behance.


Dan Cassidy

ACD Copywriter

Dan hails from New York, and comes to us with over 15 years' experience in the ad game. He has hawked his wares at agencies up and down Madison Avenue—and beyond—for clients such as HP, Chase, NY Times, AT&T, FitFlop, Abbie, Dell and Humana. Dan's goal is to always serve the brand and make the customer think, stop and, ultimately shop. He takes his work seriously, though not himself. When not thinking up clever and impactful communications, he can be found at home with his wife, 2 reasonably beautiful children, 1 dog, and a growing guitar collection.