SHELBY BARRETT

CREATIVE DIRECTOR | STRATEGIST | DESIGNER | NYC

I help brands find their voice, develop ideas quickly, and make confident creative decisions.

Close-up of a golfer's legs and feet, wearing khaki pants and black golf shoes with white soles, on a golf course with a green field and a distant flag, overlaid with the word 'EVEN' in white uppercase letters.

Brand identity and positioning for EVEN, a premium golf bag brand, including brand position testing to identify the most compelling space for the brand to own.

EVEN Branding and Testing

Black and white promotional poster with text about a dance theater performance featuring Caroline T. Dartey and Solomon Dumas of Alvin Ailey American Dance Theater.

Title card design

Luther Vandross // Alvin Ailey Dance Theatre

Logo for TopTier Admissions featuring stylized building with steeples and the text "TopTier Admissions" on a dark blue background.

Repositioning and brand refresh for Top Tier Admissions, creating a more sophisticated and premium identity while maintaining the brand’s warmth and approachability.

Top Tier Admissions Rebrand

Person lying in bed using a smartphone at night, with the red TED logo overlayed in the foreground.

Collaborative video development based on winning ad strategies.

TED Video

Top view of two bowls with salads, one with leafy greens and salmon, the other with mixed vegetables; green background with partially visible radishes and a sign that says "DIG INN".

Repositioning DIG INN to reach new customers, using creative testing to validate brand messaging and inform the development of ads, organic content, and landing pages.

DIG INN

A person holding a drink in their hand, with overlaid text that reads 'PALET Drink Enhancer' and an illustration of a rose.

Developing and testing three distinct brand territories for Palet, a conceptual drink tablet, translating each positioning into creative systems across social, advertising, and campaign assets.

PALET Case Study

Logo with the word 'SESH' in large letters and the tagline 'Cocktail Meets Seltzer' underneath.

Rebranding and positioning for Sesh, a hard seltzer brand, using competitive research and strategic testing to identify a distinctive position and translate it into a bold, contemporary identity.

SESH Cocktail Meets Seltzer

A rodeo cowboy riding a bucking bull inside an arena. Spectators watching from behind a fence.

Seasonal playlist artwork inspired by what I’m listening to, blending music discovery with graphic experimentation.

Spotify Playlist—social