Building brands and design teams to grow business value
As a Brand Design & Creative Director who turns insight into impact, I’ve led high-performing, cross-functional teams and created award-winning work for SaaS, CPG, and B2B brands. Based in the San Francisco Bay Area, I have led in-house creative at Rocket Lawyer, Constellation Wines, and Industrial Light & Magic, and partnered with agencies like Turner Duckworth, Sterling Brands, and Catchword Branding.
Expertise and passion in the following areas:
• Brand design and strategy
• Integrated advertising campaigns
• Scalable and efficient brand systems
• Brand management and ops leadership
• Helping mission-driven brands and entrepreneurs thrive
• Brand design and strategy
• Integrated advertising campaigns
• Scalable and efficient brand systems
• Brand management and ops leadership
• Helping mission-driven brands and entrepreneurs thrive
Space
Brand Design
Brand Identity / Logos / Packaging / Guidelines / Brand Systems
Creative Campaigns
Advertising / Video / Social Media / Email / Print / Swag
Strategic Brand Management
Increased Annual Memberships up to 400%
When Rocket Lawyer wanted to restructure their memberships, I saw an opportunity to rethink how value was communicated to provide a better customer experience. Partnering with product and marketing, I led the strategy and a redesign of the pricing experience, clarifying the difference between plans, highlighting the benefits of Rocket Legal+, and building transparency into every member touchpoint.
When Rocket Lawyer wanted to restructure their memberships, I saw an opportunity to rethink how value was communicated to provide a better customer experience. Partnering with product and marketing, I led the strategy and a redesign of the pricing experience, clarifying the difference between plans, highlighting the benefits of Rocket Legal+, and building transparency into every member touchpoint.
From brand architecture to business acceleration
As Rocket Lawyer expanded its product lineup, there was no clear system connecting individual offerings to the larger brand story. I built a unified brand architecture to connect every product under one story, the “Rocket Legal Cloud.” This platform approach clarified our value to members, strengthened brand equity, and shaped future business decisions.
As Rocket Lawyer expanded its product lineup, there was no clear system connecting individual offerings to the larger brand story. I built a unified brand architecture to connect every product under one story, the “Rocket Legal Cloud.” This platform approach clarified our value to members, strengthened brand equity, and shaped future business decisions.
A vitamin package design system gets personal
Shaklee’s supplement line felt dated and confusing, especially for younger consumers. I led a redesign that restructured products by personal use rather than ingredients, creating a clear three-tier system—Essential, Boost, and Targeted. The new “Vita-code” design strategy unified the brand, simplified choices, and gave Shaklee a scalable roadmap for future products.
Shaklee’s supplement line felt dated and confusing, especially for younger consumers. I led a redesign that restructured products by personal use rather than ingredients, creating a clear three-tier system—Essential, Boost, and Targeted. The new “Vita-code” design strategy unified the brand, simplified choices, and gave Shaklee a scalable roadmap for future products.
Some Nice Words
“He is the rare combination of extraordinary creative talent and high-level strategic leadership."
Courtney O'Connell / CDO, Rocket Lawyer
“Not only does he consistently produce clear, clever and creative designs, he is such a lovely person"Courtney O'Connell / CDO, Rocket Lawyer
Tadhg Coffey / Frontend Developer
“When I think of Shawn three words come to mind: Creative, Talented and Fearless."
Kathy Whaley Sammarco / Marketing Leader
Kathy Whaley Sammarco / Marketing Leader
“Highly creative visual concepts, incredibly responsive and accommodating to our requests, and just generally wonderful."
Mark Skoulchi / Catchword
Mark Skoulchi / Catchword
"His professionalism, experience, knowledge, tact and timeliness only begin to scratch the surface. Shawn's real tour de force lies in his tremendous creative talent and design skill."
Romano Palenzona / FreshForward Beverages
Romano Palenzona / FreshForward Beverages
“The best designer in the business."
Christine Lilienthal / DFV Wines
Christine Lilienthal / DFV Wines