About
Shelby is a multidisciplinary designer and graduate of the MA Visual Communication program at the Royal College of Art. She has 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 design lead at IDEO.
Clients & Collaborators
Wallpaper* Magazine (UK)
Roots Canada Ltd. (CA)
The Ordinary (CA)
University of the Arts London (UK)
IHG Hotels & Resorts (UK)
The Toronto International Film Festival (CA)
Altuzarra (US)
Canada Modern (CA)
OVO (CA)
Gladstone House (CA)
Eftya (ID)
Contact
Etc.
The Future Set
A set comprised of six products to promote long-term skin health. The campaign and packaging was inspired by retrofuturism–blending the minimalist aesthetic of The Ordinary with NIOD’s luxe positioning. 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
RCA ‘Work in Progress’ Show Identity
A campaign for the School of Communication ‘Work in Progress’ show, built on the idea of creating something “by all of us, for all of us” to reflect the diversity of creative practice within the SoC. Collaboration with: Zea & Marco.
Place
London, UKClient
Royal College of ArtTags
Branding; Art Direction
Garner Brand Identity
Full brand identity for IHG Hotels & Resorts’ newest midscale hotel chain: Garner. Deliverables included hand-drawn logo, custom icons, bespoke numerical font and comprehensive brand suite. Our team also created launch materials including a video, social templates, exterior and interior signage and digital assets. Read more about this project here.
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, Ulta and SpaceNK.
Place
Toronto, CA (Global)Client
DECIEMTags
Art Direction