About

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Shelby (MA, RCA) is a multidisciplinary Creative Director & Designer who has been shaping visual identities and building brand worlds for over ten years. She has worked with clients in North America, Europe and Asia across beauty, fashion, arts & culture and tech.
    Her work has been featured in Typography Referenced, The Dieline, Creative Boom, in various publications from the Royal College of Art and University of the Arts London. She is currently a Senior Design Lead at IDEO leading brand identity, positioning, service and environments design projects. And yes, she was named after the car.

Selected Clients

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•Wallpaper* (UK)
•The Ordinary (CA)
•Canada Post (CA)
•Sephora (US)
•IHG (UK)
•SpaceNK (UK)
•Nykaa (IND)
•TIFF (CA)
•Altuzarra (US)
•OVO (CA)
•Roots Canada (CA)
•Ulta (US)
•IKEA (SE)

Contact

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Say hi! →
Linkedin →

Etc.

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Sketch Book →

Quilts of Canada Stamps

CANADA POST / POSTES CANADA

To celebrate the Royal Ontario Museums’ (ROM) Quilts exhibition, I was commissioned to design 2 stamps for Canada Post in addition to launch materials such as the stamp book, first day cover and cancellation mark. Components featured bespoke typography to accompany photographs of the selected quilts from ROM’s archive.

• Typeface Design
• Art Direction

The Future Set Packaging & Campaign

DECIEM (ESTÉE LAUDER COMPANIES)

A set comprised of six products to promote long-term skin health. Deliverables included packaging design and campaign art direction. In 2022 The Future Set won a Dieline Award in the “Beauty & Health Packaging” category. 

• Packaging Design
• Creative Direction
• Motion Design

Eftya Brand Identity

EFTYA

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. 

• Branding
• Typeface Design
• Art Direction

The Ordinary:
Lash & Brow Serum 

DECIEM (ESTÉE LAUDER COMPANIES)

Packaging design and campaign creative for the launch of The Ordinary’s much anticipated Lash & Brow serum. Deliverables included a multimedia campaign, assets for partner brands such as Sephora & Ulta, retail displays, visual merchandising plans and in-store activations. 

• Packaging Design
• Campaign Direction
• Experiential

Edges 2.0

IDEO

Edges 2.0 is an online platform for experiments, essays and conversations at the edge of craft. 2.0 was designed as a scrollable broadsheet to evoke tactility, while celebrating craft and tech in equal measure. Through the site randomized “scraps” (sourced from the IDEO community) could be uncovered and dragged around the page to create collage compositions.

• Creative Direction
• Branding
• Website Design Direction

More Projects

IDEO Cambridge Studio Identity

(US)

IDEO Offsite 2025 Branding

(US)
IHG Garner Brand Identity (Global)
The Ordinary Brand Positioning (Global)

The Ordinary LA Pop-Up

(US)

Gladstone x Design TO Installation

(CA)

Peekd.ai Brand Identity

(DE)

RCA Work in Progress Show Identity (UK)

Altuzarra x Tata Harper (US)
Altuzarra Resort Campaign (US)
Altuzarra x Met Gala (US)

Eftya T-Shirt Graphics (ID)

TIFF Program Book 2018 (CA)