OutFront Studios’ Shannon Bergeron on becoming ‘the person I once needed’

Ad Age is marking Black History Month 2025 with our fifth-annual Honoring Creative Excellence package. (Read the introduction and all the essays here.) Today, Shannon Bergeron, senior art director at out-of-home company OutFront Studios, writes about finding her own way and lighting the path for others. Walking into the creative industry 25 years ago, I knew passion alone wouldn’t be enough—I had to be resilient, adaptable and, more than anything, resourceful. Graphic design, especially within the out-of-home (OOH) industry, is fast-paced and ever-evolving, and I had to find my own way within it. Every challenge, every overlooked idea, every moment of self-doubt only fueled my determination to carve out a space where I—and others like me—could thrive. As a part of the OOH industry, I’ve worked on countless projects, tackled tight deadlines and pushed creative boundaries. I’ve had the opportunity to create work that has been seen by millions, shaping public spaces and contributing to a larger visual culture. But when I think about my greatest accomplishments, I don’t see campaigns or billboards—I see people. The designers I’ve mentored, the teams I’ve led and the young Black creatives I’ve helped navigate an industry that often makes us feel like we have to prove ourselves twice as much. Those connections and moments of impact matter far more than any design I’ve ever put out into the world. Recently, a former employee (a fellow Black woman) reached out to thank me. She told me that during her time working under me, she never felt like a burden or incapable, even when outside factors made her question her abilities. She shared that my support made its way into her grad school application, and now she’s in her second semester of a master’s program in financial economics. Although she’s no longer in a creative field, her words reminded me exactly why I do what I do. The skills and confidence she built during that time carried over into her new path—and knowing I played even a small role in her growth is more rewarding than any title or accolade. I never had a mentor in my own career. I had to figure things out for myself, learning through trial and error, and by absorbing what I could from those around me. It wasn’t always easy, but it made me resourceful. And now I get to be the person I once needed—the one who helps others find their footing, believe in their talent and step into their potential with confidence. There’s something powerful about being able to pass down knowledge and create a support system for those coming up behind me. That, to me, is the greatest success of all. Creativity is about innovation, but it’s also about legacy. The work we put into the world matters, but so do the people we uplift along the way. I want young creatives—especially those who look like me—to know they belong in this space. They don’t have to figure it all out alone. And if I have anything to do with it, they won’t have to. Sign up for Ad Age newsletters From influencer marketing to agencies, get the latest news and analysis delivered to your inbox Click here

OutFront Studios’ Shannon Bergeron on becoming ‘the person I once needed’

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