Asha Ford on Building Krystal Klear Motion and Creating Purpose-Driven Design for Women

After years in a design career that didn’t fully align with her passions, Asha Ford took a leap to build Krystal Klear Motion — an agency rooted in purpose, flexibility, and impact. Driven by a desire to create meaningful work, she now focuses on brands that empower women and challenge harmful narratives in media and marketing. By embracing emotion as a strength in business and staying grounded in her values, Asha is not only shaping authentic client relationships but also building a creative studio designed to grow its reach and influence on a larger scale.

Asha, after 7+ years in design, what pushed you to finally take the leap and launch Krystal Klear Motion?
I was unhappy in my 9-5. I’d fallen into the automotive sector of design, and while I’m grateful for the experience, it wasn’t where my heart was. I wanted to do work that was more fulfilling, work that used the full range of my talents and actually meant something to me.

So I asked myself… why spend all that energy trying to find a job that might align with who you are, when you still have to follow their rules, their vacation allotments, their vision? I decided to just build it myself.

KKMotion is fully aligned to me in every way. It lets me work from anywhere in the world, and focus on the audiences I’ve always dreamed of serving.

You’ve chosen to focus on brands serving female audiences. What drew you specifically to that space, and how does it shape your creative approach?
Our foremothers have brought us a long way, but there’s still so much injustice and cruelty happening toward women every single day. I’ve always believed that representation in animation, in advertising, in media, etc., has a real power to shift people’s mindsets and make real change.

I want to use the skills and talents I’ve worked hard to build in the service of that. This guides everything I do in my business, from approaching a project to the stories I help brands tell to the clients I choose to work with.

You can see our work here [be.net/KKMotion].

You mentioned how much of yourself is reflected in your business. How have your personal values influenced the type of work and clients you take on?
My values really come down to one thing.

I want to see women win.

I’m especially drawn to brands that empower women rather than exploit their insecurities. There’s a certain type of marketing that profits off making women feel like they’re lacking something, and I want no part of that. The brands I work with should be adding to a woman’s life, not picking at her self-worth to make a sale.

Many founders struggle to separate emotions from business, but you’ve embraced it. How has that mindset impacted your relationships with clients and your work overall?
Sometimes we forget that businesses and the economy are made up of real people!!! People are the core of everything, and humans are emotional beings by nature. I find that connecting emotionally with my clients supercharges our relationship rather than compromising it. When both sides genuinely care about the work and each other, everybody wins!

As you build your studio from the ground up, what vision are you working toward for Krystal Klear Motion in the long term?
The long-term vision is growth in every way. Growth in impact, in reach, and in the work itself. I want to build a team that can take on longer, more intensive projects for brands with wider audiences. The bigger the audience, the bigger the potential impact, and that’s what drives me.

You don’t make change by hiding in the shadows.

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