I help businesses to build, and realise the full potential in their brand; utilising the power of design and photography to differentiate them in the marketplace. For new businesses looking to launch their product or service, I provide a full end-to-end brand development service; from strategy, graphic & packaging design, to asset creation and website design.

My name is David McCormack. I'm a Creative Director, Designer & Photographer with a wealth of experience in brand development, graphic & packaging design and project management.

I have over 20 years experience working in the FMCG, Retail, Consumer Electronics, Automotive, Sport, Tourism and eCommerce sectors; delivering projects for a broad range of clients, from independent SMEs to household names, and multinational brands.

I established Shepherd & Flock to offer the benefits of that experience to startups and growing businesses, creating powerful brand messaging and compelling creative with a simple goal; to elevate your business through great design and photography.

What I do
Headshot of David McCormack


Brand Strategy& Design

Shaping perceptions of your business, helping your future customers to recognise and differentiate you in the marketplace; we will define and then position your brand, before I bring it to life visually across all touch points.


Promoting your brand message through tactile print design; business cards and stationery, bespoke brochure design and annual reports; vehicle livery, billboard, website and digital design, editorial advertising and retail POS.


Packaging is a critical brand touchpoint for producers. I have a wealth of experience covering all aspects of the process from design to mockup artwork through to print management; delivering tactile design that enhances your product appeal.


Enhancing taste appeal with styled food imagery; driving your online conversion rates with high quality ecommerce packshots and product photography, an asset bank of high-quality imagery is critical capturing your customers’ attention.


Headshots and environmental portraits; narrative photography that tells the story of the people behind the business; communicating the human element of your brand is now more important than ever. High quality imagery is critical, to effectively engage your customers across all touchpoints.

Retouching& Compositing

Creating desire for your product for the viewer, enhancing taste appeal or simply presenting your imagery free from blemish; I offer my clients a full range of retouching and product enhancement services, to provide assets that reflect your wider brand messaging.

The Brands

I’ve had the privilege to work with some great clients, teams, organisations and agencies; to deliver packaging, communication, digital and photographic projects, for some of the Ireland’s best known brands… I’d love to add your brand to this list of household names!

Kind Words


The Shepherd's Pie

New Work, Projects, Articles, Personal Portfolios and Observations from the field!

Let's Chat!

Tell me about your great idea, your business challenge or plans for expansion. I specialise in brand tailoring – shaping businesses into brands. Let’s work together to bring your brand to life!