Shale has worked with leading brands to build marketing materials and brand communications through original media content and strategic thinking.

As a multi-disciplinary creative leader with 9 years experience, Shale is on a continual quest for new ideas. He began in 2005 as a visual and production artist for a variety of businesses. His unique talent for brand-building and program implementation has created lead generation and sales.

Over the years, he has worked and collaborated with sports and lifestyle, commercial real estate, and industrial market segments. Prior to founding TwistEmotion, Shale was an Art Director at Design Twist, where he worked closely with major players in Chicago's commercial real estate developments. Key roles on these projects included the design and direction of brand marketing and positioning, which led to brand identities, websites, and motion graphic digital content. 

In 2014, Shale created a video and photo production division of TwistEmotion (his design firm), where he has directed and produced video and photo projects with Adidas Global Basketball. He was commissioned to produce marketing materials, brand strategy and positioning for all Adidas Basketball’s Global Apparel lines including FW15, SS16, & FW16. Most recently, Shale has been supplying Adidas brand strategists and design team members with "Brand Inspiration Research" and strategic approaches. 

Shale’s career path has allowed him to continuously improve on capabilities of personal initiative, lifelong training, and problem solving. He is committed to optimize available resources and technology with the ability to develop solutions to fully satisfy the needs of the end user.

Shale is fascinated by the invisible forces that shape our world, as this is what drives his passion.