About
Shelby is a multidisciplinary designer and graduate of 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, 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, brand positioning, service and environments design projects. And yes, she was named after the car.
Clients & Collaborators
•Wallpaper* (UK)
•The Ordinary (CA)
•Altuzarra (US)
•Sephora (US)
•IHG (UK)
•SpaceNK (UK)
•Nykaa (IND)
•Toronto International Film Festival (CA)
•OVO (CA)
•Roots Canada Ltd. (CA)
•IKEA (SE)
Contact
Etc.
The Ordinary: Lash & Brow Serum Launch
In 2022 I led the packaging design and campaign direction for The Ordinary’s much anticipated global launch of their Lash & Brow serum. Deliverables included a multimedia campaign, assets for partner brands such as Sephora, retail displays, visual merchandising plans and in-store activations.
Place
Toronto, CAClient
DECIEMTags
Packaging; Campaign Direction; Digital Design
Edges Brand Identity
Edges is an online platform for experiments, essays and conversations at the edge of craft. Designed like a scrollable broadsheet to evoke tactility, it celebrates craft and tech equally. Through the site randomized “scraps” (sourced from IDEOers) can be uncovered.
Place
Boston, USClient
IDEOTags
Creative Direction; Branding; Web Design
The Future Set Packaging & Campaign
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.
Place
Toronto, CAClient
DECIEMTags
Packaging Design; Art Direction
IHG: Garner Hotel Brand Identity
Full brand identity and launch assets for IHG’s new midscale hotel chain, Garner – including a hand-drawn logo, custom icons, a bespoke numerical font and a comprehensive brand suite. Garner launched to great success in the US, Europe and Japan. You can read more about this project here.
Place
Boston, USClient
IHG Hotels & ResortsTags
Branding; Creative Direction; Environments Design
Altuzarra: Resort ‘22 Campaign
For NY-based American luxury brand Altuzarra’s 2022 resort campaign, shot on location at Lake Como, I led the art direction and developed a full suite of digital assets for the collection launch, including social media graphics, ads, videos, e-mail layouts and a bespoke landing page for altuzarra.com.
Place
New York, NYClient
AltuzarraTags
Art Direction; Digital Design
Eftya Brand Identity & Art Direction
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; Art DirectionMore Projects
IDEO Cambridge Studio Identity
(US)
IDEO Offsite 2025 Branding
(US)
The Ordinary Brand Positioning
(Global)
IDEO Cambridge Studio Identity
IDEO Offsite 2025 Branding
The Ordinary Brand Positioning (Global)
The Ordinary LA Pop-Up
(US)
Gladstone House 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)
