Our Team
Erica Goldsmith
Principal
Erica is an industry veteran who thrives on tough business problems and champions clean, effective solutions. Her guiding principle: remembering there are real people on the other side of any marketing effort is key. Keeping the human first and foremost — honoring the glow — makes it possible for brand to have a meaningful impact.
“I connect strategy to design to process. I'm a systems thinker who isn't afraid of execution. I love the big picture and the gritty detail, because I really love results.”
Erica’s experience spans client and agency roles and includes deep dives into digital strategy, executive coaching, business development and the launch of global non-profit organizations. Her clients include the Bill & Melinda Gates Foundation, the Bill & Melinda Gates Medical Research Institute, Gates Ag One, SightLife, Solutions IQ, Russell Investments and Microsoft.
Peter Gaučys
Creative Director
Peter brings a writing background to projects that require creative problem solving with a focus on identity, messaging and experiences. He is just as passionate about helping clients sharpen existing tools as he is excited by creating something wholly new.
“My favorite moment is when the team — clients and partners together — decides we’re giving ourselves permission to really own the differentiating factor, free from fear. So often we discover it’s been hiding in plain sight all along.”
Peter has led multidisciplinary creative teams on consumer and humanitarian projects for clients including Microsoft, Citi, MIT, The Nature Conservancy, the Coastal Treaty Tribes of Washington State, the Bill & Melinda Gates Foundation and Siemens and has contributed to identity and narrative development for Gates Ventures, Gates Ag One, Promethean and others.
Robin Maxwell
Design Director
Robin is a creative thinker and visual solver who approaches design with a curious mind focused on her clients’ business goals. Her versatility encompasses logos and visual identities, websites, campaigns, live experiences, environments and all varieties of collateral.
“Being a brand creative is like prepping someone for a pivotal meeting: you want to create something that feels natural, second-skin, elevates what’s unique and connects them to their audience. When you see the client try it on, look in the mirror, light up, then go into the world with a smile and OWN IT with confidence — that is the BEST feeling.”
For more than two decades Robin has helped businesses grow through design and design thinking, developing solutions for clients including Gates Ag One, Accelerator Corporation, Dendreon, F5 Networks, First Sound Bank, Pacific Crest Savings Bank, Philips Healthcare, SightLife, Seattle Cancer Care Alliance, Seattle Genetics, TrueBlue Inc., Vera Whole Health, Visit Bellevue Washington, Weyerhauser and the YWCA.
Samantha Lacy
Senior Designer
Sam appreciates design for its ability to give form to thought. This is why she loves working with clients who have big ideas that need expressing.
“Good design ignites activation, and that is the goal: to make positive change, and bring people together in a shared sense of understanding.”
Sam’s broad design experience spans a decade and includes brand identity, print and digital campaigns, packaging, environmental design, marketing materials, publication design and web design. She’s helped clients like Gates Ag One, SightLife, Seattle Cancer Care Alliance, Seattle Genetics, TrueBlue Inc., CTI BioPharma, Vera Whole Health, and a host of wineries and restaurants to connect with their audiences on a richer level through the power of strategic design solutions.