Galway artist redefines major ad agency's iconic 'Black Sheep'

Sinead O’Grady, a proud native of Galway, is making waves in New York City, working at BBH USA, the award-winning advertising agency behind some of the industry’s boldest, most culturally resonant campaigns

Her recent reimagining of BBH’s iconic black sheep—now proudly displayed on the agency’s New York City headquarters—has sparked fresh energy within the agency and become a powerful symbol of its creative spirit.

The black sheep has long symbolized BBH’s founding philosophy: “When the world zigs, zag.”

Sinead’s bold, hand-painted interpretation brings that ethos to life—celebrating the power of standing apart, thinking differently, and embracing creativity that challenges convention.

Sinead O'Grady.

The initiative reflects BBH’s belief that creative excellence is not just something the agency delivers—it’s part of its identity—and that nurturing talent remains a top priority.

Sinead, who art-directed, designed, and hand-painted the installation herself, kicked off the series with a deeply personal and striking rendition that reflects both her Irish roots and her contemporary creative outlook.

“Our culture is at the heart of everything we do at BBH,” said Steven Panariello, CEO of BBH USA.

“It shows up in our work, in our values, and in our people.

"Sinead’s interpretation of the black sheep mirrors the way we show up every day: with creativity, courage, and a willingness to zag when the world zigs.”

Sinead O'Grady.

Sinead’s journey from the west coast of Ireland to one of advertising’s most respected creative agencies is a powerful example of how global talent and cultural identity can thrive on an international stage. Her work reflects a blend of traditional Irish craftsmanship with psychedelic art from the 1960s and 70s, wrapped up in a modern aesthetic —a fusion that breathes new life into BBH’s longstanding emblem of creative defiance.

“This is undoubtedly one of my proudest moments at BBH and as an artist,” said O’Grady, who works as an Account Supervisor at the creative agency.

“Reimagining the iconic BBH black sheep as a trippy shine was an exciting challenge.

"I drew inspiration from the rugged Hebridean sheep—hardy survivors that thrive in tough conditions, much like the talented team at BBH. Their striking horns and resilient nature felt like that perfect symbol of the BBH ethos: relentless dedication and the ability to flourish under pressure.”

A multi-disciplinary designer with a fine arts background, Sinead has become known for applying a painter’s intuition to branding, design, and visual storytelling. Her reinterpretation of the black sheep—BBH’s long-standing symbol of standing out from the crowd—is both a tribute to the agency’s heritage and a bold statement about the evolving face of creativity.

The portrait, which now graces the entrance of BBH’s NYC office, is quickly becoming a visual landmark and a daily source of inspiration for employees, clients, and passersby alike.

Sinead’s portrait unveiling at BBH USA comes at a time when the agency continues to prioritize culture and push creative boundaries for clients. Named an Ad Age A-List Agency, BBH USA has doubled down on its commitment to celebrating diverse perspectives and creative bravery.