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. He has studied Advertising and Design at Columbia College Chicago, and Communications at Portland State University, and has worked as a consultant in both fields since.

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

In 2014, Shale created a video and photo production division of TwistEmotion (his design studio), where he has led creative direction, 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 to existing and new consumers.

Early 2016 involved traveling to New York City with the Global Adidas Basketball Design and Marketing Teams and presenting and providing his on the ground research, developing seasonal concepts, documenting, managing, and producing a few product marketing films: Shale directed and shot narratives created by himself and division head’s, led production, and generally made sure our vision was properly expressed for the entire finished product, and conformed to the specific guidelines formed by Adidas. 

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.