Shelby is a multidisciplinary designer, art director 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 fashion, arts & culture, non-profit 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 (19-22) and The University of Utah (20-21).
She is currently a Visual Communication Design Lead at IDEO in Cambridge, USA.
Clients & Collaborators
Wallpaper* Magazine (UK) Roots Canada Ltd. (CA)
University of the Arts London (UK) The Toronto International Film Festival (CA) Altuzarra (US)
Gladstone House (CA)
An experiential book encompassing over 100 submissions received from the public during the RCA ‘Work in Progress’ show. The reader is able to flip through and form their own bespoke anthem(s). Book is 4 x 6 in. and printed on riso.
Book Design; Critical Writing
Eftya Branding System
A bespoke wordmark, full typeface, and brand styleguide developed for Indonesian fashion brand, Eftya. The label draws inspiration from early 20th-century expressionism as does the typeface with playful rounded terminals breaking up rigid forms.
Typeface Design; Branding
RCA ‘Work in Progress’ Show Identity
A promotional campaign for the RCA School of Communication ‘Work in Progress’ show. The concept was built around creating something “by all of us, for all of us”, to reflect the diversity of creative practice within the School of Communication. Each student featured in the show was allotted a poster to customize. With Marco Zifaro and Zea Lindström.
Royal College of Art
Branding; Art Direction
537 Scraps of Paper
An infographic encompassing 537 scraps of paper amassed over the course of one year at the RCA, representing the development of my creative practice. Images are arranged in succession of when they were scrapped, from top to bottom. Exhibited during ‘Show 2019’ at the RCA.
Illustration; Information Design
You and Me and Us and Them
A 15,000 word body of research into the Canadian national identity using Milan Kundera’s definition of kitsch as a framework. Inspired by no name packaging, it was printed to 65gsm ripstop fabric and sewn into a reusable bag. Awarded a distinction by the RCA.
Editorial Design; Critical Writing
The Future Set
A set comprised of 6 products to promote long-term skin health. The design is inspired by retrofuturism, and blends the minimalist aesthetic of The Ordinary with NIOD’s luxe branding. Packaging is comprised
of an embossed, moulded paper box and outer sleeve.
Packaging Design; Art Direction
Peekd Branding System
Peekd is a German data science company helping clients excel with perfect market insights based on first-party data. Our team developed a strong and recognizable brand for Peekd informed by their human approach to big data. Deliverables include bespoke logo, full brand identity, guidelines and website design. With Zea Lindström, Marco Zifaro and Frederikke Frydenlund.