Marketing Strategist
Crystal Williams
Crystal Williams was born into the trades. Her grandfather, father, and brother all built and ran their own HVAC and plumbing company, McWilliams Heating, Cooling & Plumbing, so it was only natural that she’d find her place there too.
With a sharp eye for strategy and a creative spark that doesn’t quit, Crystal took on the marketing and expansion for her family’s company and played a major role in the company’s explosive growth. She didn’t just market the trades—she lived them.
Creative Director
Emily Fleniken
Emily Fleniken was born to brand. She knew from an early age she wanted to be a designer and never wavered from that path—earning a degree in communication design and immediately launching into the creative world.
She’s worked with hundreds of small businesses, and alongside her husband, owns Real Graphics, giving her firsthand experience in the production side of branding—everything from vehicle wraps to signage and apparel.
Emily gets the heartbeat of small business because she’s lived it too—on the creative side, the ownership side, and the execution side.
Crystal and Emily first worked together on countless projects, as McWilliams seeking services from Real Graphics. They also served together on several local non-profit boards and the collaboration was so natural.
When Crystal started their company with a focus on HVAC companies, she quickly realized that it wasn’t just marketing tactics and ad spend missing in the home service space- it was intentional branding.
It was then she asked Emily to join as a partner, and thus Lemon Seed was born to provide strategic marketing plans with disruptive, memorable brands.
