I’m a results-driven design lead with a background in brand design and strategy for high-end clients in the tech and design sectors. I specialize in translating complex client visions into cohesive brand identities, with a focus on both digital and physical creative elements. I have proven experience in end-to-end brand management, collaborating one-on-one with clients to guide the creative process from concept to final execution. I also train and mentor new creative team members, ensuring cohesive, high-quality outcomes across projects.…

Shelby Smith

I’m a results-driven design lead with a background in brand design and strategy for high-end clients in the tech and design sectors. I specialize in translating complex client visions into cohesive brand identities, with a focus on both digital and physical creative elements. I have proven experience in end-to-end brand management, collaborating one-on-one with clients to guide the creative process from concept to final execution. I also train and mentor new creative team members, ensuring cohesive, high-quality outcomes across projects.…

Available to hire

I’m a results-driven design lead with a background in brand design and strategy for high-end clients in the tech and design sectors. I specialize in translating complex client visions into cohesive brand identities, with a focus on both digital and physical creative elements.

I have proven experience in end-to-end brand management, collaborating one-on-one with clients to guide the creative process from concept to final execution. I also train and mentor new creative team members, ensuring cohesive, high-quality outcomes across projects.

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Language

English
Fluent
French
Fluent

Work Experience

Design Lead at Reusables.com
March 1, 2023 - Present
Designed, developed and implemented a product tracking and return system that reduces packaging waste. Led all R&D, creative direction, brand and design for reusables and institutional partners like Uber, Disney and UCLA. These efforts have helped increase company revenue by 90% since I started.
Industrial Designer & Creative Strategist at Rollo Studio Lighting
June 30, 2025 - July 12, 2025
Led the concept development and product design of new lighting collections, overseeing the full process from ideation to manufacturing and production. Directed creative campaigns, including video storytelling and print assets like catalogues, ensuring a cohesive brand experience across all touchpoints.
Industrial Design Intern at Reusables x Emily Carr University
December 31, 2022 - July 12, 2025
Designed reusable packaging and implemented creative strategies for business growth through user research and iterative digital and physical prototyping. Conducted user interviews and spatial research with potential stakeholders.
Training Development Leader at Browns Crafthouse
December 31, 2022 - July 12, 2025
Facilitated training seminars for franchise openings. Mentored and trained a full team across various positions. Worked within all FOH positions over the years. Designed training manuals.
Art Instructor at Vancouver Music School
December 31, 2020 - July 12, 2025
Designed and taught personalised curriculum for high achieving children working with advanced illustration techniques.
Brand Design & Creative Strategist at Shelby Elyse Studio
April 1, 2024 - Present
Over the past year, I've partnered with diverse clients as a freelance Creative Director and Brand Strategist, transforming their visions into distinct and impactful market presences. I specialise in holistic brand development, from defining core identity and strategic positioning to providing comprehensive creative direction for campaigns and all essential asset creation. My work ensures a cohesive and compelling brand experience across all touchpoints, delivering bespoke solutions that amplify brand voice and drive meaningful connection for a range of clients.
Design Lead at Reusables
March 1, 2023 - Present
Designed, developed and implemented a product tracking and returns system that reduces packaging waste. Led R&D, creative direction, brand and design for reusables and institutional partners like Uber, Disneyland and UCLA. These efforts have helped increase company revenue by 90% since I started.
Lighting Designer & Development Lead at Rollo Studio Lighting
June 1, 2025 - October 8, 2025
Led the development and sales of contemporary collectible lighting collections, overseeing the full process from ideation to manufacturing and production. Directed creative campaigns, including videos to tell a story and print assets like catalogs, ensuring a cohesive brand experience across all touchpoints. Managed the training of all new creative team members.
Volunteer Designer & Event Organizer at Rotary Club Calgary South
January 1, 2021 - October 8, 2025
Designed and organized events; contributed to brand and design initiatives.
Design Lead at Reusables
March 1, 2023 - Present
Led R&D, creative direction, brand and design for reusables and institutional partners like Uber, Disney and UCLA. Designed a product tracking and returns system to reduce packaging waste. Managed the training of all new creative team members.
Lighting Designer & Development Lead at Rollo Studio Lighting
June 30, 2025 - October 8, 2025
Led the development and sales of contemporary collectible lighting collections, overseeing the full process from ideation to manufacturing and production. Directed creative campaigns, including videos storytelling and print assets like catalogs, ensuring a cohesive brand experience across all touchpoints. Managed the training of all new creative team members.
Volunteer at Vancouver Aquarium
December 31, 2019 - October 8, 2025
Designed tools for the awareness of Howe's Sound marine ecosystem.
Designer & Event Organizer at Rotary Club Calgary South
December 31, 2021 - October 8, 2025
Design and event organization.

Education

BDES at Emily Carr University of Art + Design
January 1, 2018 - December 31, 2022
Diploma at Western Canada High School
January 1, 2015 - December 31, 2018
High School Diploma at Western Canada High School
January 1, 2015 - January 1, 2018
High School Diploma at Western Canada High School
January 1, 2015 - December 31, 2018

Qualifications

Diplôme Études en langues
January 1, 2018 - December 31, 2018
Diplôme Études en langues
January 1, 2018 - January 1, 2018
Diplôme Études en langues
January 1, 2018 - December 31, 2018
Student Design Fellowship
January 1, 2022 - December 31, 2022
GPA Scholarship
January 1, 2020 - December 31, 2020
GPA Scholarship
January 1, 2020 - December 31, 2020
Student Design Fellowship
January 1, 2022 - December 31, 2022

Industry Experience

Education, Consumer Goods, Retail, Travel & Hospitality, Non-Profit Organization, Media & Entertainment, Professional Services, Software & Internet, Other, Manufacturing
    uniE621 Rollo Studio - Asset Library
    I designed a comprehensive internal and external catalogue asset system for Rollo Studio Lighting, including trade catalogues tailored to industry professionals, detailed process and material selection catalogues, and press kits. Helping the studio reach their ideal customers and scale with professional brand-aligned assets and catalogues for their products. webdesigner…
    uniE621 Avalon Ciancia - Brand Design & Visual Identity
    For Avalon Ciancia Studio, I developed a calming and intuitive brand system for wellness practitioner Siena Ciancia. The project included a custom logo mark, social media templates, curated photo direction, and essential print assets. The visual identity was designed to feel simple, usable, and fluid, mirroring the gentle, grounded nature of Siena’s healing practice.…
    uniE621 Reusables.com - Brand Identity & Ux/UI System
    I collaborated with Reusables.com to develop a comprehensive brand strategy and visual identity that helps them stand out in busy university and corporate environments, while remaining adaptable to the branding of their partner clients. To support their marketing efforts, I also created scalable launch packages designed to streamline the onboarding process. These customizable asset kits—shared with client marketing teams—include social media templates, email banners, copy guidelines, posters, digital screen videos, and more. I also creative directed all photography and designed their whole product suite in the past years. This end-to-end branding and marketing system enables the Reusables team to efficiently onboard and launch new clients in under a month, from product deployment through to marketing and customer support.…
    uniE621 Object Oma - Full Brand Identity & Creative Direction
    I provided full creative direction and developed the entire brand identity system for Object Oma, an innovative new jewelry and media brand. This comprehensive project included crafting their logo suite, brand colours, and defining their unique brand voice and tone. We also designed their social content guidelines, web and landing pages, newsletter assets, and directed the creative for their product photoshoots, ensuring a cohesive and compelling brand world from the ground up.…
    paper Morva - Brand Design
    Morva is an innovative large-scale 3D printing company that uses large-scale FGF printing to create anything from contemporary furniture to installations. I redesigned their brand to be minimal and sleek to position them better with their luxury design partners. I designed a simple asset library for them to use across platforms.…