brand production / creative leadership / product and technology / global markets
I lead creative direction across brand, product, technology and physical experience. I have worked in venture-backed startups and agencies, and founded Countercult, where I serve as CTO.
commissioning / connected ownership
Choose the situation, not a bundle of every service. These are ways to scope my leadership; the remit and measures of success are agreed for the actual team and brief.
What I own: Company proposition, brand architecture, website, launch materials and the customer-facing experience. I carry the direction into delivery with the team.
The product, story and experience can be decided together rather than treated as disconnected briefs.
What I own: The user and operating need, product strategy, UX, prototype, information boundaries and a practical implementation plan.
Creative judgment is connected to actual software-building experience and the conditions under which people use the product.
What I own: Creative direction, customer journey, retail or spatial experience, visualization, production-ready documentation and supplier handoffs.
The direction has to remain coherent when people encounter it and when other teams produce it.
What I own: A repeatable design system, mechanicals, documentation, mockups and clear installation and production handoffs.
Institutional and large-scale retail work requires a direction that can be reproduced, not just a strong initial concept.
What I own: Cultural research, local context, curation, partnerships, public records and the relationship between participation and paid work.
The cultural relationships and operating model are part of the work, rather than decoration around a commercial idea.
What I own: Proposition, creative and product context, audience, local relationships and the customer experience that needs to travel or change.
Cross-border creative work needs cultural and commercial judgment alongside a consistent direction.
I held the CMO remit from day one and built the full creative system across brand, product UX/UI, web, strategy, marketing, go-to-market, retail and customer touchpoints. The positioning and investor decks I developed with the CEO helped raise millions, and I joined investor meetings.
For VC-backed startup, my project record includes an animated brand identity and device motion study. I also make independent image and motion studies, clearly separated from commissioned work. My production experience spans digital and physical delivery, from visual exploration and brand direction to retail builds and installation.
Sources: See the VC-backed startup motion and brand case study ↗ See independent visual experiments in motion ↗
I began with hands-on product UX/UI and grew into Countercult’s CTO role, leading its roadmap, open-source software, product and data architecture, APIs and engineering direction. I used AI to build and engineer the front-end and back-end systems. The product connects public discovery, protected member workflows and paid Network, Exchange, Studios and Fund pathways, with privacy and consent built into how those parts work together.
Sources: Read the Countercult founder case studies ↗ Read how I build Countercult data and product ↗
At Countercult, I used AI to build and engineer the front-end and back-end systems, as well as to develop product prototypes. At the hard-tech startup, I used AI models for creative, visual and spatial exploration alongside Blender and Rhino, then developed the Ku’damm retail floor plan, Berlin’s Fifth Avenue, and led engineers and builders through the physical build. I use AI as a tool within product and creative work, not as a substitute for judgment.
Sources: Read the Countercult product and data case study ↗ Read the startup brand, UX/UI and GTM record ↗
I designed the P.A.V.E. cashwrap in Blender and 3D-printed a feasibility prototype for manufacturers. The team won the bid; Ann Taylor used the work as its GlobalShop showroom and flew the team to Las Vegas.
Sources: Read the P.A.V.E. case study ↗
For MoMA in New York City and Japan, I delivered wayfinding, environmental graphics, product mechanics and installation support. At Tommy Hilfiger, I worked on a rollout spanning more than 500 U.S. touchpoints, with production-ready mechanicals, documentation and supplier handoffs.
Sources: Read the MoMA project record ↗ Read the Tommy Hilfiger rollout record ↗
My client work also includes Fendi and Versace, with store-concept renderings and direction for a mall and Miami flagship. In 2026, I helped design and produce Sunday Natural’s retail launches on Berlin’s Ku’damm and in Hamburg.
I have worked as an independent creative consultant since 2016 across NYC, Dublin, Berlin and Madrid, alongside founder and full-time roles. Agency contexts include Social Chain in Berlin, MAVRIX in Dublin on virtual production, and LDJ Productions in New York.
I founded and own THE FLOOR as an artist-led brand, concept and cultural programme. For Whole Festival, I co-created the Beach Stage with lead creative director Eva Garland and carried the work through design, production, installation and painting.
Sources: Read THE FLOOR’s cultural programme case study ↗ Read the Whole Festival case study ↗
“Along with her undeniable talent, Shona has been a joy to work with. I highly recommend Shona to join your organization.” Melissa Overton, Creative Director, Museum of Modern Art Retail. “I thoroughly enjoyed my time working with Shona and came to know Shona as a truly valuable asset to my team.” Derek Watson, Senior Manager Creative Services, Tommy Hilfiger. “I am pleased to recommend Shona Neary, the creative leader behind CounterCult, for the AvantNow program. Shona has showcased remarkable creativity, impactful initiatives, and a global mindset.” “Their startup, based in Berlin, has demonstrated forward thinking changes in the creative, sustainability, and startup industries, and is successfully organizing methods of connecting professionals and creatives, strengthening the social and economic sustainability of these areas. Shona is well-equipped to leverage the resources and network provided by AvantNow.” “While participating at The Break Fellowship for Women Entrepreneurs, Shona demonstrated to be a key member of the community, always up to contribute and help others with creative solutions and leadership focused on values.” “I'm sure Shona will bring valuable contributions to your program, making the most of it as well.” “Thank you for considering this recommendation.” Cristina Pan García, Program Coordinator at The Break Fellowship, 15 January 2024 (recommendation for the AvantNow programme).
Sources: Read Cristina’s original recommendation ↗ Open the F6S recommendation ↗
I work with growth companies, agencies and venture-backed teams as a senior creative leader and founder-side product and technology partner. I prefer remote work and can travel when the client covers costs. We agree the brief, decision rights, deliverables and measures of success before starting.
core capabilities
continue through the record
