How can I escape the CRUD dead end?

I've been working in web for about a decade. I have no formal education, but I've been in various agencies and in-house teams. I have done some cool stuff but it's limited. I mainly work in wordpress, building custom plugins and themes from scratch for mid size businesses.

I am not technically challenged. The most complex of my work is basically just figuring out client requirements, designing and pitching something that makes their requirements make logical sense, and then building it. The stuff I build is usually no more complex than typical CRUD work.

I don't really know what to do. I'm stuck. I want out of this basic, boring, unfulfilling work. Has anybody managed to make this jump, or similar, and how did it go?