rooted in connection. built with intention.
Spring & Willow Creative was founded on the belief that meaningful work starts with understanding—your story, your vision, and what matters most to you.
We’re a boutique creative studio bringing together marketing, design, and photography to create work that feels cohesive, thoughtful, and true. Whether we’re building a brand or capturing a moment, everything we do is rooted in purpose and inspired by real life.
meet the founders
Spring & Willow Creative was founded in Pittsburgh by Francesca and Carly, best friends and creative partners bringing together strategy, design, and photography to tell stories with intention and heart.
francesca hays
francesca hays
co-founder
photography & creative direction
Francesca is the eye behind the moments. As a photographer, she captures connection in a way that feels effortless, honest, and beautifully composed.
Her approach is rooted in storytelling—focusing on the in-between moments, the subtle details, and the emotions that make each story unique. Whether she’s documenting a milestone or creating visual content for a brand, Francesca brings a calm, thoughtful presence and an artistic perspective to every shoot.
carly crawford
carly crawford
co-founder
marketing & strategy
Carly brings the strategy behind the story. With a background in marketing and a passion for building meaningful brands, she helps businesses find clarity in their messaging and confidence in how they show up.
She believes great marketing should feel natural—not forced—and that the most impactful brands are built from a place of authenticity. From developing campaigns to refining the details, Carly approaches every project with intention, creativity, and a deep understanding of what connects with people.
where work meets real life
Behind Spring & Willow Creative is a friendship that turned into family, long before the idea of a business ever came to life.
Our husbands grew up together, and through them, we found each other, quickly becoming more than just friends. From shared college connections to building our lives side by side, our story has always been rooted in connection.
These days, you’ll usually find us together, whether it’s a relaxing evening at each other's house, spending summer days at camp along the river, visiting family together, or simply catching up over coffee or an ice cold margarita.
Our lives outside of work inspire so much of what we create. Francesca is a mom to a sweet baby boy and a physical therapist, who grew up playing soccer and now stays active with pickleball and time with her family. Carly, with a background in marketing and a baby on the way, enjoys baking sourdough, getting lost in a good book, and starting her mornings at Burn Boot Camp.
At home, our dogs, Oakley, a labradoodle, and Hudson, a lab, are just as close as we are.
We both share a love for cooking, creativity, and the little moments that make life meaningful, and that’s exactly what we bring into every project we take on.
why we created spring & willow
We created Spring & Willow Creative to offer something different—an experience that feels personal, collaborative, and thoughtfully done from start to finish.
By blending our strengths, we’re able to provide a seamless approach that brings together strategy, visuals, and storytelling in a way that feels aligned and elevated.
Because the moments you’re living and the business you’re building deserve to be captured and shared beautifully.