Today we’d like to introduce you to Sheeba Lee.
Hi Sheeba, so excited to have you with us today. What can you tell us about your story?
I am currently located in central Austin on S 1st and Barton Springs rd across Ladybird Lake from downtown. This is my 3rd time living in Austin and I still absolutely adore this city. Originally I am from the Eastcoast, born in Ft Lauderdale, FL, then Munich Germany for a few baby/toddler years and eventually growing up in Frederick, MD. I frequented New England, MA and NH mainly because my parents and extended family are from that area. I also ended up living in both places so I consider NH/New England to be my roots home.
My background in art and design started from when I first could communicate. From making balloni people when I would eat as a toddler to making tissue angels in the back seat of the car to leaving servers extensive drawings of animals on placemats as my child “tip”. This way of communication extended into my childhood growing up, through college and eventually into my professional life as I started my own company, Sheeba Lee Doo. From “most artistic” and nominated for art competitions in middle/high school to being awarded the BAC Barbara Walker Design Studies Degree Project Award for Sustainable Wool, BAC Design Studies Project Commendation and the BAC Design Portfolio Award Nominee from the Dean of Design Studies. The BAC, Boston Architectural College, was where I received my Designs Studies Degree for Sustainable Design. While the BAC is primarily an architectural college, I was able to bring my previous college studies into play with this degree. Industrial design at Purdue University in West Lafayette, IN, interior architecture and industrial design at Drexel University in Philadelphia, PA and fashion design at the School of Fashion Design in Boston, MA where I received the Fashion Show Production Scholarship.
My professional design career actually started before I graduated college because both Drexel University and Boston Architectural College required documented professional design experience, “co-op”, to receive my degree. This allowed me to work at very elite design studios for interior architecture, such as Fury Design in Philadelphia, PA and Elkus Manfredi Architects in Boston, MA. While at Elkus Manfredi Architects, one of the projects I was on received the WAN Awards: Residential Award 2016 for INK Block.
I also was a studio assistant for Studio Christiansen in Philadelphia, PA, a costume design intern at Boston Conservatory in Boston, MA and art director intern at TMA, The Marketing Arm, in Dallas, TX. These studios not only allowed me to practice what I learned in school but taught me how to run a design business starting from the ground up. After graduating I started my own company, Sheeba Lee Doo, doing freelance design work with many individuals starting up and trying to start companies the same as me, along with tattoo designs. I was featured on the 1st cover of My Forward Life: Women’s Entrepreneurial Magazine 2014 in Dallas, TX wearing my sustainable wool clothing from my BAC degree project that I won the award for. Years later I worked as an Art Director for Trigger House in Portsmouth, NH while maintaining Sheeba Lee Doo work on the side. This allowed me to be around other designers for inspiration and work in experiential marketing with companies such as Ben & Jerry’s, Harman(JBL), Netflix, Boston Beer Company and Hotels.com where one of my lead projects was awarded the IAA Awards: 2020 Gold in Promotions + Stunts. Now I currently do design and brand identity for start-ups and individuals such as influencers, musicians/artists and real estate companies. Some of my previous clients are Piece Process Art by Aubree Karner, 15 West Homes and Ted Garber Music. Everyone has a story, and I tell those stories through design.
Outside of art and design, I work as a bartender to expose myself to new clients and stay in tune with face-to-face communication since I work remotely with design. In my personal life, I am an athlete and love being outside, so you will find me either wakeboarding, kayaking, biking or walking my dog around Ladybird Lake. I was a swimmer for 20 years being nationally ranked and received multiple scholarships for college. This athletic background is how I developed such a determined and hard work ethic. I mainly spend my time outside exploring with my dog Bodvar, a ginger Shepsky (German Shepard husky mix) @bodvargingerwolf traveling on adventures in my Subaru WRX named Donkey. I have my own brand, Tigrwolf, for this adventuring free-spirited life producing custom furbaby art which can be found @tigrwolfspirit I also sketch small designs telling these stories @sheebaleedoo
I view the world as an artist, think as a designer and execute as an athlete.
Thank you so much for taking the time to read my story and share on your platform 
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Being a designer comes with its challenges and obstacles for sure. The top three that come to mind are, setting your own deadlines, maintaining a healthy life balance and losing creative intellectual property when working under other brand names.
The first, setting your own deadlines, because not know when to stop designing is one that was hard to learn. When I create something it’s like a little creative baby that I have given life to and I have to decide when to let that baby go. I have definitely “over designed” things where I kept pushing the limits to the point where it was too much. There also is the time limit factor, where you have a deadline to meet but you also need to leave time for review and edits before you submit to a client. I have kept creating so many options that I overwhelmed myself. I learned in school and when working under other designers that you need to put a time limit on yourself and hold that deadline, even if it’s only you who knows it. When presenting to a client I don’t want to overwhelm them like I’ve done myself. I always only present 3 options at most.
The second obstacle ties into the previous one, but is more about life as a designer. Knowing when to step away from a design isn’t only at the end of a project but throughout. In school and as an early designer I spent countless nights working through the night and living on Redbull and coffee. At first, I thought that was what made a passionate and good designer, but I quickly realized, knowing when to step away and let my mind and body rest makes a smarter and great designer. Yes, late nights happen, but stopping and going to sleep, taking care of life things or just relaxing with friends or family is the best choice I could make for the project. This was very difficult when starting my own brand but a healthy life balance makes me a stronger and smarter designer across the board.
The final challenge that really stands out would be, losing creative intellectual property when you work under another designer/brand/company. I have had plenty of projects where I was lead on and the client didn’t even know my name because the principle of the firm was their only contact. I also have had my projects receive Awards where my name was never mentioned and I only found out about the award through social media or a coworker. This was one of the driving forces of me going out on my own, to have my work be under my name and brand and not someone else’s. I understand when you are a younger designer or intern you are still learning, but when you are an established member or lead member of the team, I feel like credit is due.
While these obstacles can be frustrating to deal with. Figuring out the solution made me become a better designer. Every time I am challenged, it’s an opportunity to push myself to be the best designer I can be.
Can you tell our readers more about what you do and what you think sets you apart from others?
I am a designer with a background in art direction for experiential marketing, interior architecture, fashion/costume design, graphic design, hospitality and illustration. In my story, I spoke of my awards and recognition so please refer to that for what I am known for.
I would say my background as a nationally ranked collegiate swimmer is what sets me apart from others. It gave me the drive and hard work ethic to execute all the projects I work on. I also believe that my experiences that have allowed me to travel the world, such as living in Germany as a child, traveling the US for swimming competitions and backpacking Europe twice has allowed me a unique perspective that gives me a holistic view when designing. I take inspiration from all over but mainly nature and the outdoors.
We’d love to hear about any fond memories you have from when you were growing up?
While I trained as a swimmer every day in a pool as a child, swimming in Lake Winnipesaukee in New Hampshire with my family was always my favorite memory to live in. It was inspiring creatively and life-wise from the beautiful views, refreshing water and laughter from the gut after we would crack jokes at each other. It made me appreciate living in the moment, something I do now as an adult.
Contact Info:
- Website: www.sheebaleedoo.com
- Instagram: https://www.instagram.com/sheebaleedoo
- Facebook: https://www.facebook.com/sheebaleedoo
- Others: www.linkedin.com/in/
sheebaleedoo Tiktok.com/sheebaleedoo
Image Credits
Travis Lilley @travisatxphoto Eric Shaunessy eric.scott.photo @cac.photography_
