About
Shelby is a multidisciplinary designer, art director and graduate of the MA Visual Communication program at the Royal College of Art. She has over a decade of experience working with clients in North America, Europe and Asia across beauty, fashion, arts & culture and tech.
Her work has been featured in Typography Referenced, Creative Boom, in various publications from the Royal College of Art and University of the Arts London. She has also taught design at Brunel University London and The University of Utah. She is currently a senior design lead at IDEO.
Clients & Collaborators
Wallpaper* Magazine (UK)
The Ordinary (CA)
Altuzarra (US)
University of the Arts London (UK)
IHG Hotels & Resorts (UK)
The Toronto International Film Festival (CA)
Roots Canada Ltd. (CA)
Canada Modern (CA)
OVO (CA)
Gladstone House (CA)
Eftya (ID)
Contact
Etc.
Edges
Edges is an online platform for experiments, essays and conversations existing at the edge of craft. Intended to be a space celebrating craft and tech in equal measure, it was designed to emulate a broadsheet newspaper with scrollable columns – infusing tactility. Throughout the site are randomized (and interactive) “scraps” sourced from IDEOers, giving the feeling of a messy, creative workspace.
Place
Boston, USClient
IDEOTags
Art Direction; Branding
The Future Set
A set comprised of six products to promote long-term skin health. In 2022 The Future Set won a Dieline Award in the “Beauty & Health Packaging” Category. Watch the launch video here.
Place
Toronto, CAClient
DECIEMTags
Packaging Design; Art Direction
Eftya Brand Identity
A bespoke wordmark, typeface, and style guide developed for fashion brand, Eftya. The label draws inspiration from early 20th-century expressionism as does the typeface with playful rounded terminals contrasting rigid sans-serif forms.
Place
Jakarta, IDClient
EftyaTags
Typeface Design; Branding
Garner Brand Identity
Comprehensive brand identity and launch assets for IHG Hotels & Resorts’ newest midscale hotel chain: Garner. Deliverables included hand-drawn logo, custom icons, bespoke numerical font and comprehensive brand suite. In addition, we created launch materials including a video, social templates, exterior and interior signage and digital assets. Read more here. Garner launched to great success in the US, Europe, Japan and India.
Place
Boston, USClient
IHG Hotels & ResortsTags
Branding; Art Direction; Motion & Web
The Ordinary Lash & Brow Serum
A global campaign to launch The Ordinary’s new Lash & Brow serum. Project included a launch video, online campaign, OOH ads, retail pop-ups and launch assets for parter retailers including Sephora and SpaceNK.
Place
Toronto, CAClient
DECIEMTags
Art Direction
