Crossroads Media Services, Inc., was founded in 2005 after Shannon stepped away from the often cutthroat, dollar-driven advertising agency world, knowing there was a better way to build meaningful partnerships and conduct business with integrity. Crossroads was the answer—where every dollar entrusted to us is treated as if it were our own.
Originally established as a media consulting firm specializing in research, placement and analytics across all forms of media, the company built its reputation on strategic insight and measurable results. In 2021, Crossroads evolved into a graphic design studio, expanding its services to include branding, design, writing and visual storytelling. Today, we remain committed to delivering strategy-based planning and design, exceptional service and impactful results for every client—regardless of budget.
Shannon Fedors Shumate
Founder/Chief Executive Officer
With more than 30 years of experience in the advertising and media industry, Shannon has witnessed—and leads—through the evolution of media in the digital world and now the world of AI. Her expertise centers on brand development, strategic planning and data-driven media strategies that deliver measurable results and support sustainable business growth.
Shannon is passionate about refining creative messaging to speak directly to the audience of choice, ensuring every campaign is both strategic and impactful. She believes in transparency and accountability, providing detailed reporting and analytics that clearly demonstrate the value of every investment.
A graduate of Virginia Polytechnic Institute and State University, Shannon’s career path reflects both versatility and leadership—from charter boat deckhand to entrepreneur to primary caregiver for her father. She currently serves as Director of Brand Marketing for a non-profit health system where she continues to lead with insight, strategy and heart.
Shannon shares life with Shu, their three daughters and two dogs. She loves photography, the salt water and lives by one of her favorite quotes: “There is no present like the time.”
THE STORY
THE TEAM
Michael "Shu" Shumate
Owner/President
Shu’s creative journey began in high school with a passion for drafting and architecture, eventually evolving into graphic and creative design during his service in the United States Air Force. A third-generation carpenter, Shu has long expressed his design talent through custom woodworking and furniture craftsmanship—blending structure, precision and artistry.
After 25 years of faithful and honorable service as an Explosive Ordnance Disposal Operator (the military’s bomb squad), Shu retired from the Air Force in 2014 and settled in the Yorktown, Virginia area. His passion for graphic design was reignited when he was asked to create shirts and challenge coins for friends. From that moment, he immersed himself fully in design—creating with relentless energy and purpose.
In 2019, Shu married Shannon and in early 2021 they revived Crossroads Media Services, Inc. with a refreshed vision—combining its strategic media foundation with Shu’s creative expertise and craftsmanship. Today, Shu continues to design with the same precision, discipline and creativity that defined his military career. He is a proud father of three daughters, enjoys life with Shannon and their two dogs and pursues a wide range of hobbies that continue to fuel his creativity.
