Cassandra Shelton

Cassandra is a creative leader who blends her extensive design expertise with a passion for meaningful storytelling. Her work at YarnnUp focuses on creating culturally rich, values-driven narratives in partnership with clients and First Nations artists, empowering brands through authentic and impactful design.

Cassandra Shelton, Head of Creative at YarnnUp, is an accomplished multidisciplinary designer. Graduating from the University of New South Wales’ College of Fine Arts with a Bachelor of Design, Cassandra has an in-depth understanding of art and design that informs her strategic and creative leadership. Her later completion of a Master’s in Marketing equips her with a solid foundation in commercial branding, allowing her to align creative decisions with business objectives effectively.

At YarnnUp, Cassandra plays a crucial role in shaping culturally authentic brand experiences. She collaborates closely with First Nations artists on RAP (Reconciliation Action Plan) artwork and works alongside clients to develop compelling, values-driven narratives. Her approach brings cultural integrity and creativity into each project, making the work deeply meaningful to the communities it touches.

With experience spanning sectors like healthcare, non-profits, corporate, and government, Cassandra’s ability to navigate diverse industries makes her a versatile leader. She blends creativity with strategic insight, ensuring her designs are not only visually compelling but culturally resonant and commercially impactful.

As Head of Creative, Cassandra leads the design team in executing high-impact projects that reflect YarnnUp’s core values of cultural integrity and social innovation. Her work has been pivotal in shaping the creative vision for clients, ensuring projects drive genuine social impact and reconciliation.

Cassandra’s career also includes a successful track record as an independent designer since 2017. Her work is characterised by a dedication to accessible and inclusive design, ensuring that brands not only stand out but also meaningfully contribute to the communities they serve. Her commitment to sustainable design practices and her passion for storytelling reflect her vision of using design as a tool for positive change.

With her wealth of experience, strategic insights, and commitment to authentic storytelling, Cassandra continues to lead YarnnUp’s creative division, empowering First Nations communities and shaping culturally rich brand experiences that inspire lasting impact.

Where do you feel your place or ‘home’ is?

Home is my kitchen bench. Cooking dinner, to me, represents the bookend of my day. I feel clear headed when I’m there. My partner and I start each day there too, it’s where we share a coffee and say goodbye every morning.

When my family is over, it turns into a coffee production line. It’s where I stand with my sister chatting. It’s where my mum or brother will step in to help me prepare Christmas lunch. My older nieces used to sit right on top of the bench when they were little. Now, they are big enough to pull up a stool.

Being Filipino, food is how we show love. There’s always way too much food, but somehow, it all gets eaten eventually. My kitchen bench represents where we all gather, where good news and bad news has been delivered. It’s where everything feels right.

Who are the most important people in your world?

My sister and I are very close. She has two amazing daughters now, and seeing them grow up with the same kind of sister bond we have is the best thing.

My nieces – all four of them – and nephew mean everything to me. Being their Tita is hands down my favourite thing in the world. And then there’s my parents, my brother, my brother-in-law, and my sister-in-law. And of course my incredible partner.

What is something you love doing?

I’m a die-hard Formula 1 fan. My dad used to race cars when I was a kid, and I have vivid memories of spending weekends at Bathurst – the track, the smell, the sounds. I used to fall asleep with the roaring engines in the background.

Now I spend every other weekend watching the Grand Prix, most of the time, during the middle of the night. It’s something that connects me to my dad and my siblings – we’ve rebranded Saturday coffees to ‘race meets’. I think Dad secretly hoped one of us would end up racing, but honestly, just sharing the same love for the sport has been more than enough.

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Cassandra Shelton

Where do you feel your place or ‘home’ is?

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What is something you love doing?

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