Creative Director · Brand Architect · Design Leader · Founder, Black Irish
Remote-first | U.S. & International | Full-Time, Fractional & Consulting Roles
CREATIVE DIRECTION
PACKAGE DESIGN
BRAND DESIGN
VIDEO EDITING
CREATIVE STRATEGY
WEB DESIGN
AI DIRECTION
“Always irreverent, Never irrelevant.”
from Vision to Market-Ready Brand.
shaping identities, campaigns, and visual systems with precision, taste, and measurable impact.
Award-winning Creative Director and Brand Strategy leader who transforms ambiguity into market-ready brands, products, and experiences that drive measurable business results.
Founder of Black Irish, a remote-first creative studio trusted by startups through Fortune 500s to deliver Creative Direction, Visual Identity Systems, and Go-To-Market Creative that converts vision into revenue. Shaun helps ambitious teams transform complex ideas into polished, persuasive experiences.
What sets Shaun apart: Senior-level strategic thinking combined with hands-on execution and zero ego. Known for Cross-Functional Collaboration that unites design, product, engineering, and marketing teams around a shared vision and then delivering on time, on budget, and beyond expectations.
CREATIVE DIRECTION -
ART DIRECTION -
GRAPHIC DESIGN -
PACKAGE DESIGN -
WEB DESIGN -
BRAND DESIGN -
LOGO DESIGN -
AI DESIGN -
ILLUSTRATION -
VIDEO EDITING -
PHOTOGRAPHY -
P.O.S DESIGN -
ARE YOU STILL READING THESE? .
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CREATIVE DIRECTION - ART DIRECTION - GRAPHIC DESIGN - PACKAGE DESIGN - WEB DESIGN - BRAND DESIGN - LOGO DESIGN - AI DESIGN - ILLUSTRATION - VIDEO EDITING - PHOTOGRAPHY - P.O.S DESIGN - ARE YOU STILL READING THESE? . ................................
creative sovereignty
Ready to create something you'll be proud to call your own and stand behind? Whether you're just starting out or taking things to the next level for your brand, I bring everything you need to connect, engage, and make something truly memorable, and worth experiencing.
SOME PAST CLIENTS
HERCULES MULLIGAN
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As Creative Director for industry veteran Steve Luttmann’s brainchild Hercules Mulligan Rum & Rye and Eyr & Rye, I developed a comprehensive brand identity that honors the legacy of America's original drinksmith/bartender and Revolutionary War spy. The design system balances heritage craftsmanship with contemporary sophistication—from the embossed silver logo treatment to the bold, masculine packaging that commands attention on shelf. My work spans the complete brand ecosystem: package design, print advertising campaigns, digital assets, and retail point-of-sale materials. The visual language draws inspiration from Revolutionary-era typography and iconography combined with later NYC CBGB era punk rock, while maintaining a premium, modern aesthetic that resonates with today's discerning spirits enthusiasts. This project showcases my ability to translate historical narrative with aesthetic twists into compelling commercial design that drives brand recognition and consumer engagement.
CASE STUDY
"-one of those rare talents who can translate strategy into world-class creative with clarity, taste, and consistency." - Steve Luttmann - C.E.O. Brands & Ventures........................
"-one of those rare talents who can translate strategy into world-class creative with clarity, taste, and consistency." - Steve Luttmann - C.E.O. Brands & Ventures........................
HARD CUT VODKA
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As the creator of the Hard Cut Vodka brand, I spearheaded its development from concept to completion through collaboration with Steve Luttmann, overseeing all initial consumer touchpoints and builds including website and teaser videos. My vision for Hard Cut was to forge a disruptive identity that challenges conventional spirits marketing with raw, unapologetic energy encapsulated in classic motifs. I designed the packaging, including the bottle design collaboration with J.C. Forster of Weston Heights, to embody this ethos. My core visual motif was conceptualized around the intellectual area of Hollywood film editing, translating its precision and impactful cuts into a bold aesthetic. Furthermore, I suggested an over-proof approach for the vodka and raising the proof to 90, a contrarian statement that perfectly aligned with the brand owner, Dolph Lundgren's persona. This comprehensive creative direction encompasses creative strategy narrative building, bottle design, outdoor advertising (including large-format billboards), cocktail photography, P.O.S., and a cohesive visual system that extends across all consumer touchpoints.
CASE STUDY
“He has a great sense of the now as well as being able to bring originality to any project.” - James Tzyuki- C.T.O. at Inzo Evoke..............................
“He has a great sense of the now as well as being able to bring originality to any project.” - James Tzyuki- C.T.O. at Inzo Evoke..............................
READY TO DRINK BEVERAGES
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As Creative Director and Designer for Ready To Drink (RTD) beverage lines, I've been instrumental in shaping brand identities that thrive in a rapidly evolving and highly competitive market. My expertise lies in creating vibrant, convenient, and instantly recognizable packaging that appeals to on-the-go consumers seeking quality and refreshment. This involves a strategic blend of bold graphics, clear messaging, and ergonomic design, ensuring that each can or bottle not only stands out visually but also communicates its flavor profile and brand promise at a glance. From innovative flavor combinations to sustainable packaging considerations, my approach is holistic, focusing on developing a cohesive brand experience that drives impulse purchases, fosters brand loyalty, and positions RTDs as a lifestyle choice.
“patient, professional and was able to convert my vision and crazy ideas to reality.” - Laura Taylor - Founder, C.E.O. of Mingle Mocktails......................................................
“patient, professional and was able to convert my vision and crazy ideas to reality.” - Laura Taylor - Founder, C.E.O. of Mingle Mocktails......................................................
LIQUEURS & SPECIALTY SPIRITS
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As Creative Director and Designer for a diverse range of liqueur brands, I've consistently delivered sophisticated and evocative packaging solutions that capture the unique essence and heritage of each spirit. My approach involves a deep dive into the brand's narrative, flavor profile, and target demographic, translating these insights into a compelling visual language. This encompasses everything from bespoke bottle structures and intricate label designs—often incorporating specialized printing techniques like embossing, foil stamping, and custom varnishes—to the selection of premium closures and secondary packaging. The goal is always to create a luxurious and memorable unboxing experience that not only stands out on the back bar and retail shelf but also communicates the artisanal quality and sensory delight inherent in each liqueur, driving both initial purchase and brand loyalty.
“-a solution oriented artist with a unique vision that is valuable to any business.” - Darryl Baker - Creative Director/Product Developer..........................
“-a solution oriented artist with a unique vision that is valuable to any business.” - Darryl Baker - Creative Director/Product Developer..........................
BAHNBRECKER SPIRITS
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As Creative Director and Designer for Bahnbrecker Whiskey and a range of tequila products specifically targeting the Texas market, I've crafted brand identities that deeply resonate with regional culture while establishing a premium presence. My strategy for these spirits involves a nuanced understanding of New Braunfels, TX heritage, local consumer preferences, and the unique narratives inherent in whiskey and tequila production. This translates into packaging designs that blend rugged authenticity with refined craftsmanship, often incorporating elements inspired by the New Braunfel's rich history, landscapes, and independent spirit. From bespoke bottle designs and custom label artwork to comprehensive brand collateral, my work ensures that these products not only stand out in a competitive market but also forge a strong, authentic connection with the Texan consumer, embodying both tradition and innovation.
“He gets the ‘big picture’ while being very detail-oriented.” - Alyssa Sears Burgoyne- Founder AdVenturesAcademy................................
“He gets the ‘big picture’ while being very detail-oriented.” - Alyssa Sears Burgoyne- Founder AdVenturesAcademy................................
BEERS & CIDER
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In my capacity as Creative Director and Designer for various beer brands, I've specialized in developing dynamic and authentic packaging that resonates with diverse consumer segments, from craft enthusiasts to mainstream drinkers. My strategy focuses on distilling the brand's personality, brewing philosophy, and flavor characteristics into a cohesive visual identity that spans cans, bottles, carriers, and promotional materials. This involves a keen understanding of market trends, competitive landscapes, and the nuances of beer culture, allowing me to craft designs that are both visually striking and strategically positioned. Whether it's a bold, illustrative approach for an experimental IPA or a clean, classic aesthetic for a traditional lager, my work ensures that each beer's packaging effectively communicates its unique story and invites consumers to engage with the brand.
I've yet to find an office that can contain me. Organic, Free-Range design..................
I've yet to find an office that can contain me. Organic, Free-Range design..................
consumer packaged goods
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Transforming everyday essentials into brands people reach for, trust, and recommend. From artisanal coffee and premium olive oil to functional beverages and gourmet dressings, I've developed packaging, brand identities, and go-to-market strategies for CPG products that stand out on crowded shelves and connect emotionally with consumers. My approach balances authentic storytelling with commercial effectiveness. Creating visual systems that communicate quality, evoke experience, and drive purchase decisions.
AIRSPACE CRAFT CANNABIS
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Making cannabis approachable, understandable, and enjoyable for the curious beginner. Airspace Craft Cannabis was designed specifically for entry-level users seeking a micro-dose approach without the intimidation factor. I developed a complete brand identity and product categorization system that demystifies cannabis consumption through clear, friendly design and intuitive product navigation. The visual language prioritizes education over intoxication. Using clean typography, approachable color palettes, and straightforward product descriptions that empower first-time users to make confident choices. From packaging design to retail experience, every touchpoint reinforces the brand's mission: cannabis should be accessible, not overwhelming.
Everyone has ideas. Some people know how to make them come to life..................
Everyone has ideas. Some people know how to make them come to life..................
VIDEO EDITING & STORYTELLING
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In addition to my extensive work in package design, I bring brands to life through dynamic video editing and compelling visual narratives. As Creative Director, I conceptualize and execute video content that resonates with target audiences, translating brand messaging into engaging cinematic experiences. My expertise spans from crafting impactful promotional videos to developing immersive brand stories, utilizing a keen eye for pacing, visual effects, and sound design. This work demonstrates my ability to leverage the power of motion to enhance brand perception, drive engagement, and create memorable connections with consumers across various digital platforms.
Have you ever met someone so totally free that you finally see the bars surrounding you? Those are my favorite kind of people............
Have you ever met someone so totally free that you finally see the bars surrounding you? Those are my favorite kind of people............
THE CORPORATE AMERICA REMIX PROJECT
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The "Corporate America Remix Project" from 2003 stands as an industry-level demonstration of brandalism, leveraging the pervasive visual language of global corporations to deliver sharp social and political commentary. In this series, I meticulously deconstructed and recontextualized iconic brand identities, transforming familiar logos and slogans into reassembled vehicles for critique. This body of work transcends mere parody; it's a sophisticated act of semiotic subversion, where the inherent trust and recognition associated with corporate giants are strategically hijacked to expose underlying societal issues, corporate greed, and the often-unseen implications of consumer culture. The project's strength lies in its ability to provoke immediate recognition and subsequent critical thought, forcing viewers to re-evaluate their relationship with these omnipresent brands and the systems they represent. It's a testament to the power of design as a tool for activism, demonstrating how a deep understanding of branding principles can be inverted to challenge, rather than reinforce, dominant narratives, making it as my contribution to the discourse around corporate responsibility and visual culture.
Past Projects
Explore a curated selection of past work where concept and strategy converge with intention. Each project reflects a considered approach, balancing creative vision with practical outcomes to deliver solutions that are both thoughtful and effective.
CORE EXPERTISE & ATS KEYWORDS
Creative Direction · Brand Strategy · Art Direction · Visual Identity Systems · Design Leadership · Cross-Functional Collaboration · Product Storytelling · Go-To-Market Creative · UX/UI Collaboration · Digital Design · Design Systems · Remote Team Leadership · Stakeholder Alignment · Concept-to-Launch Execution · Brand Architecture · Creative Strategy · Visual Design · Team Leadership · Project Management · Marketing Collaboration