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Emmett Shine
Co-Founder, Executive Creative Director at Pattern Brands, Board member of Omnichannel Acquisition Corp
Emmett Shine is the Co-Founder and Executive Creative Director of Pattern Brands, a collective of brands designed to enhance daily life. He has a notable background in the creative industry, having previously co-founded Gin Lane, a creative agency that played a significant role in the rise of direct-to-consumer (DTC) brands like Harry's, Hims, and Sweetgreen. Shine's work at Gin Lane involved shaping brand narratives and aesthetics, which he continues to do at Pattern Brands, where he oversees the creative direction of its various brands, including Equal Parts and Open Spaces.135
Shine's approach combines artistic vision with operational expertise, emphasizing the importance of creating unique identities for each brand while also leveraging synergies across the portfolio. His experience spans over a decade, during which he has been instrumental in launching and growing numerous successful brands, contributing to the evolving landscape of consumer-led, digital-first businesses.234
Highlights
ok tinkered around with claude design coming from cowork > chat > design. Mocked up a @littleplainsxo .html design guide file v1.
took the LP site (and our in dev beta site) files + the LP wiki in notion, made a .md file for design, added in our JJannon font + logo.
Not bad 🎨 https://t.co/4x9iJTqt9G
Introducing @go_nestwell, a home health operating system that turns invisible environmental risks into clear, actionable steps.
Nestwell assesses your home across air, water, light, moisture, and more, generating a personalized health score and connecting you to vetted solutions and experts. The positioning: "the voice in the room that notices what everyone else overlooks, and quietly corrects it."
This one is a milestone for us: Nestwell is @littleplainsxo first fully generative end-to-end project, meaning AI-assisted workflows touched every phase: research and positioning, brand world building, content, and site. Research to live in six weeks.
Tools used:
- Research & strategy: Flora, ChatGPT Deep Research, Claude, Figma Slides
- Brand & design: Figma, MidJourney, Paper (via MCP)
- Site build: Cursor, Eleventy / Tailwind / GSAP, deployed on Vercel
We're proud of how it came together for the team’s launch, and excited about what it signals for how incredible work can be done.




