Shelby’s journey started at 15 when she signed a record deal and recorded with LA Reid and The-Dream, the team behind some of the biggest pop hits of the last two decades. When that chapter closed, she moved to Los Angeles to rethink her path and rebuild her creative identity.

 

In LA, she shifted from music into visual storytelling and threw herself into design. She didn’t want to be “just a designer.” She wanted to build worlds. What started as graphic design grew into art direction and eventually creative direction. She became known for creating identity-driven, emotional, and culturally aware campaigns that feel modern, colorful, and intentional. Over the years, she has led creative for Oura Ring, Cardi B’s Whipshots, Estée Lauder, Nike, HBO, Theragun, Uber, YouTube, Google, Warner Music Group, Zara Larsson, and several fast-growing consumer brands. Her campaigns have been recognized for their clarity, storytelling, cultural relevance, and strong creative point of view.

 

Her next major chapter was Bev. As Executive Creative Director, Shelby helped evolve the brand’s identity and built the creative structure that supported its rapid growth. Bev publicly raised more than twenty million dollars in funding, expanding from a small early-stage startup into a nationally distributed brand. During that time, her Pride campaign with Halle Berry, the Old Gays, and WAYOUT became one of Bev’s most defining cultural moments. It sold out all Pride inventory that month and became Vevo’s highest-performing ad of the year, earning write-ups in Forbes and ADWEEK. Bev later dominated the category at Target and was acquired by E. & J. Gallo Winery, marking a major milestone in Shelby’s creative career. Today, the legacy of that work lives on. Bev is no longer just the top canned wine at Target. It is the number-one canned wine in the entire United States.

 

Bev was also the moment Shelby stepped into a different level of creative leadership. Leading the entire creative department meant she wasn’t just directing campaigns anymore. She was shaping the brand at every layer: building creative systems, writing strategy, guiding identity, managing teams, and defining a visual and cultural direction that touched everything from content to packaging to retail. During this chapter, Bev publicly raised more than twenty million dollars in funding and expanded from a small early-stage startup into a nationally distributed brand. Her Pride campaign with Halle Berry, the Old Gays, and WAYOUT became one of Bev’s defining cultural moments. It sold out all Pride inventory that month and became Vevo’s highest-performing ad of the year, earning coverage in Forbes and ADWEEK.

 

Following her work at Bev, Shelby stepped into yet another evolution of her career: joining the founding team of a new, multimillion-dollar funded company preparing to launch into a major national distributor. This chapter has brought her even closer to the roots of brand-building: shaping identity at its earliest stage, developing creative infrastructure from the ground up, and helping build the kind of world that a brand will grow inside of. It’s the continuation of everything she learned from leading a full creative department, now applied at the very foundation of a company’s story.

 

Shelby’s journey from teenage recording artist to creative executive is a blueprint for breaking the mold. With a distinct eye for storytelling and visuals, her work is unforgettable for its fun, glittery, colorful, and culturally sharp elements. In Shelby’s world, every detail matters. Wardrobe, storytelling, music, casting, vibrant color palettes, typography, set design, OOH, social media, and experiential moments all work together to form one cohesive narrative. Her campaigns blend all of these layers into immersive experiences that captivate from every angle. Her bold, over-the-top flair makes her work not just seen, but remembered. She’s all about making moves that matter. She’s not just playing in the industry, she’s redefining it.