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Meet Shelby Rogowski-Jonsson Founder of Austin Creative Agency Fredhall Assembly

  • Dec 11, 2025
  • 3 min read

Updated: Dec 15, 2025

At Fredhall Assembly, the way we work is rooted in something very simple. Strategy comes first, creativity is intentional, and brands are built through human understanding. That framework comes directly from our founder, Shelby Rogowski-Jonsson. Shelby’s path from teenage recording artist to award-winning creative director informs the way our agency approaches branding, content, and digital marketing in Austin, Texas.



Shelby is a creative executive with more than fourteen years of experience leading cultural work across brand, content, and strategy. Her campaigns and collaborations have appeared in Vogue, ADWEEK, Forbes, Billboard, Refinery29, People, and Rolling Stone. Her portfolio includes work with Oura Ring, Nike, Estée Lauder, HBO, YouTube, Zara Larsson, Lenovo, and other brands that value narrative-driven creative.


From Music to Creative Leadership


Shelby’s career began young. At fifteen she signed a record deal and released music with top industry producers. Over time her focus shifted toward visual storytelling. She discovered that what she loved most was shaping culture. That early experience taught her how audiences think, feel, share, and connect. Today those insights are foundational to how she leads her agency.


When she transitioned from art to creative direction in Los Angeles, she realized she wanted more than design execution. She wanted to build visual worlds, guide brand voices, and architect the systems that make a brand feel cohesive. That ambition eventually became her signature style.


Leadership Through Curiosity and Strategy


Shelby leads with inquiry. She believes that strategy is not an add-on. It is the starting point. When the Fredhall Assembly team takes on a project, we begin by listening and researching before any visuals take shape.

We ask questions like:


• What does the audience feel the moment they interact with the brand?

• What truth does this brand already hold that needs clearer expression?

• How does the visual and verbal identity support long-term business goals?


This mindset is why our work as an Austin branding agency, Austin creative studio, and Austin content agency feels grounded and aligned with each client’s reality.


Shaping Identity at Every Layer


Shelby's leadership blends collaboration with clear direction. She builds teams that bring different perspectives, then shapes projects so they feel unified from concept through execution.


Her role as Executive Creative Director at Bev is a strong example. The brand raised more than twenty million dollars and expanded into national retail before eventually being acquired by E. & J. Gallo. Shelby built the creative infrastructure that supported that growth. She shaped identity systems, developed voice and narrative, and produced social and campaign moments that became cultural touchpoints. One Pride campaign she lead featuring Halle Berry, The Old Gays and WAYOUT sold out inventory and became a milestone for the brand.


That level of integrated creative leadership now guides the work we do here for brands across industries.


A Lifestyle Rooted in Creative Observation


Shelby's creativity is not compartmentalized. Her lifestyle fuels her work. She absorbs design, music, interiors, fashion, and digital culture with the same curiosity she brings into the studio. She is constantly paying attention to what people gravitate toward and what they ignore. Her personal creative practice shapes the agency’s tone: editorial, elevated, culturally aware, and narrative-driven.


Leading Fredhall Assembly With Intent


Fredhall Assembly is built on a philosophy that reflects Shelby’s approach:

• strategy before aesthetics

• research before execution

• voice before visuals

• intention before trends

• coherence across brand, digital, content and social


For Austin businesses searching for a full-service creative and digital marketing partner, this is the foundation behind everything we do.


Looking Forward


Fredhall Assembly continues to grow with a focus on strong storytelling, strategic clarity, and creative precision. Our work spans branding projects, social media strategy, content production, and digital marketing for clients ready to elevate their presence in Austin and beyond.


If you are building a brand or evolving an existing one and want a team that balances strategy with creativity, we would love to meet you.


Contact Fredhall Assembly to begin your brand development journey.

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