Howdy, It’s Shep
I’m proud to introduce Shep, a design system consultancy created for teams who care. It’s for those who want to unlock their team’s full potential in design systems thinking and delivery.
Design systems are our specialty.
Design systems are 90% people and if you can figure that out, the other 10% is easy.
I’ve got openings for 2026. DM me on linkedIn to schedule a call or send over your project details on Shep’s contact form.
How I got started
I’ve been quietly working on something special over the last year and a half. Now, I’m ready to share it with everyone. Here’s the story of how I created my design system consultancy that is working with some of the best teams and collaborators in the industry.
After writing my article, The State of Design Systems, I knew I had a problem. I had unlocked a very important question, “What can I do for you exactly right now?” This question was at the core of how I learned about why design systems were failing, and why teams were being laid off from their organizations.
The issue I had was this: I had gathered all this data. I knew why teams were burnt out. I knew why some of the best teams were seemingly failing. And I also knew that most teams had a shot of fixing it. They just needed this, a dash of that, someone to do x at exactly y moment… I had discovered certain formulas for design systems to thrive and yet there wasn’t a way to create and share an easy silver bullet for people to use and succeed. It was more personal than a tool or a written resource. I needed to work with people. I had to create a company.
This was going to be risky. I had just landed a very stable design system role after going through a painful layoff cycle. I was somewhere with a good team doing design systems again, even getting into some exciting AI experiments. But the idea had taken my mind captive; I cared too much about the industry.
So, I quit my job.
I created Shep, a design system consultancy.
Alaska Airlines called and we got to work.
It’s been an incredible year with the all-star team at Alaska Airlines, and the recent talk at Schema 2025 shared just a glimpse of what we’ve accomplished. I’m proud to have helped lead and complete this digital merge with Hawaiian Airlines. Not many companies get an opportunity like Alaska Airlines and have the vision to steward it well. But this team had it and we did it.
2025 Alaska Airlines Schema Talk
Finding community is Important
On the personal side, it’s needless to say I was busy. While leading the charge on this all new multi-brand design system, Shep also started work with several more clients.
But with all my energy going towards Shep, I felt like I was missing out on the design system community that I cared so much about. So, I founded the second US-based chapter of Into Design Systems in Columbus, Ohio. Thanks to Sil Bormüller for entrusting me with this, and to Ben Callahan for being my co-leader. I’ve been having a blast.
As I was scaling my business, I felt like I could use a coach and a community of people who were also intentionally building their businesses. I heard about Dan Mall’s coaching program, Make More Money and I’m the kind of person who can’t just fill out a contact form to learn more. That would be too easy. Instead, I flew to San Francisco for Config and got lunch with Dan and his latest cohort to see if it really was what I was looking for. Time was becoming more precious to me so I wasn’t going to join if I didn’t think it would work and if I couldn’t get honest perspectives about the program.
Lunch was great. I was sold. I joined.
I began increasing my revenue in just a couple weeks, scaling the foundational building blocks of my company, and unlocking new clients. This community was just the kind of motivator I needed to keep building Shep into what it is today.
I also met someone very important at that lunch in SF named Joey Banks, Founder of Baseline Design. And in a career-alterning turn of events, we found out that we did the same kind of work and lived 15 minutes away from each other here in Columbus, Ohio. The story only gains momentum from here.
Home in Columbus, we met at our favorite coffee shop and decided to collaborate. After several more cups of coffee (and a Celsius), we started signing contracts together and prepping for our new shared clients. Before we knew it, we were on our way to visit our new partners in Chicago, New York, and more on the horizon. There’s so much more to say on that, and Joey and I are eager to share more soon.
Joey & I in Times Square, NY
What’s next?
The first year and a half of Shep has been an incredible journey. Until this week, I haven’t really had the time to sit down, write, and share about it. But I’m breaking the silence now. I’m ready to introduce you to my company and my colleagues.
I’m proud to introduce Shep, a design system consultancy created for teams who care. It’s for those who want to unlock their team’s full potential in design systems thinking and delivery.
If your design system team needs to navigate through organizational struggles, support a total rebrand, manufacture multi-brand capabilities, re-discover product craft, deliver on tighter deadlines, or completely overhaul everything in a way that just might stick this time around, this is what Shep does.
Design systems are our specialty.
Design systems are 90% people and if you can figure that out, the other 10% is easy.
Shep specializes in design system problems because we specialize in people problems. Because we care. God knows this industry could use people who care for other people. We’re here to be your team’s lifeline. You aren’t alone and we can help you handle it.
Shep knows how to navigate uprooted organizations, changing technology, and organizations that change because technology is changing with abrupt market shifts sprinkled in. In the midst of all this, teams need someone to come alongside them who cares, can get the work done, and empower them to continue after they are gone. This is why we exist. It’s our lifeblood. Shep & partners work hard to build and train themselves out of a job to make your team the most successful it can be.
I was incredibly proud to see the Shep logo on the Schema stage. Alaska Airlines has been such a fantastic project. This milestone with Shep represents so much of my life and the culmination of my career.
I’m looking forward to meeting more of the best and working on even more complex problems. I have a couple openings for projects next year and the Shep website now has a contact form to get in touch. Please don’t hesitate to reach out if you want to learn more about how Shep can help your design system team deliver its next major milestone, scale your system even under increased organizational pressures, and train your design system team to produce work that is considered critical by your company. I’m looking forward to talking with you soon.
Your Friend,
Noelle Lansford
Founder & Owner of Shep
