Entrusted with over five billion in luxury real estate, leasing and hospitality assets.

James’ skill set combines creative strength, exceptional design craft and natural team leadership to guide every Tenderling project. With 25+ years of design experience, his unflappable disposition and nimble approach to problem-solving consistently create effective design solutions.

Since joining his wife, Penny Moore, as Creative Director at Tenderling in 2009, he has been able to expertly guide the studio to produce award-winning, successful creative output.

James’ design work has been featured in numerous magazines and books including Metropolis, Print, Rotovision, Hearst Books and CalArts Press as well as the California Design Biennial. He has consistently received design awards for the last decade from Type Directors Club, Art Directors Club and the Society for Environmental Graphic Design.

Before Tenderling, he was Creative Director at ReVerb Studio in Los Angeles where he provided the creative vision for the firm. He was also the Associate Creative Director at Ogilvy & Mather’s Brand Integration Group contributing to branding and advertising campaigns for clients such as Motorola, Mattel and Lionsgate.

James holds a BFA in Visual Communication from California Institute of the Arts.

Penny’s focus on research, branding and creative form-making allows her to transform ideas into effective design solutions with style and precision. Shifting between overall project goals and specific details, Penny oversees creative direction while managing the unique needs of each Tenderling client.

Since founding Tenderling in 2004, Penny has spent the last decade growing Tenderling into a full-service creative studio. Prior to Tenderling, Penny worked as Associate Creative Director for ReVerb Studio in Los Angeles where she cultivated an interest for the hospitality and real estate markets. Penny also worked as Senior Designer at Ogilvy & Mather’s Brand Integration Group in Los Angeles—working on branding and advertising campaigns for clients such as Motorola, Yahoo!, Mattel and Neutrogena.

Penny has received the American Institute of Graphic Arts 365 Design Award as well as awards from the Art Directors Club, I.D. Magazine, Print Magazine and Type Directors Club, including the Judges Choice Award. In addition, she has taught typography courses at California Institute of the Arts and Otis College of Art and Design.

A native Texan, Penny holds an MFA in Visual Communication from California Institute of the Arts and a Bachelor of Journalism from the University of Texas at Austin.

Starting at Tenderling in 2013, Rachel plays a key role at Tenderling as lead art director where she directs and oversees multiple client projects on a day-to-day basis. Her experience lies in smart visual storytelling to address the fundamental needs of clients, a strength she has tuned professionally for the last 15 years working in the branding and marketing arena.

For the last 7 years, Rachel has driven creative for studio clients such as Fairmont Hotels & Resorts, HRI Lodging, Hyatt, Hilton and Viceroy Hotel Group. She continues to expand her leadership role as she coordinates production planning for the studio’s print, web and interactive projects.

Before finding her place at Tenderling, Rachel started her design career in publishing at Green Leaf Press in addition to designing for the Austin American-Statesman, where she created multimedia campaigns for the newspaper.

Born and raised in Austin, Rachel received a BFA in Graphic Design from the Academy of Art University in San Francisco in addition to her BS in Advertising from The University of Texas at Austin.

As an integral part of Tenderling for the last 5 years, Sonia displays a rare talent that combines dynamic aesthetic sensibilities with an analytical design approach. Showcasing a passion for sharp design solutions and strategic thinking, Sonia is a true client and team asset.

In addition, Sonia’s collaborative spirit and ability to quickly create eye-catching design solutions keeps studio projects moving at a fast pace. These skills are demonstrated as she oversees creative service retainers at the studio for clients such as Fairmont Hotels and Resorts, and HRI Lodging.

Sonia’s dedication to create engaging storytelling led her to Tenderling, where she utilizes her expertise working with a variety of clients including The Resmark Companies, The University of Texas at Austin, Hilton, Fairmont, Greenland USA, Viceroy Hotels and many others.

Growing-up in South Texas, Sonia received her BA in Graphic Design from St. Edward’s University in Austin, Texas.

Starting with Tenderling in 2018, Eliza executes amazing visual stories in multiple media formats including print, screen and environmental graphics. Her unique design strengths are shown in studio work for Fairmont Hotels and Resorts, Oil Nut Bay Residence and Rental Collection, HRI Lodging and many more. With a passion for all things design including photography and film, Eliza brings a dynamic and youthful visual sensibility to the studio along with additional skills in video editing, storyboarding, animation and multimedia projects.

Eliza received her BFA in Graphic Design from the University of Mary Hardin-Baylor, along with a Minor in Film Production.

With nearly 10 years web development and IT experience, Adam leads Tenderling’s digital team. Applying a strong understanding of current programming practices, he builds and maintains Tenderling’s websites with precision and ease.

From custom content management systems, SEO best practices, Google Analytics and client backend training, Adam creates consistent and stable sites along all of Tenderling’s digital services including desktop and mobile platforms.

A native Austinite, Adam holds a Bachelor of Business Administration in Entrepreneurship from the University of North Texas.

For the last five years, Alice has perfected her design skills to communicate meaningfully and impactful stories through a diverse collection of projects.

With a strong passion for marketing, social media, design and photography, Alice’s experience displays great visual strength within both commercial and non-profit environments. Her professional experience has been nurtured in different settings, including a creative agency, educational department and non-profit organizations.

Alice delivers enthusiasm and a collaborative spirit to all her endeavors at Tenderling, where she continues to strengthen her skills in visual storytelling. Her work at Tenderling focuses on building and expanding brands for clients such as Fairmont, Hilton, Hyatt and many more.

A South Texas native, Alice graduated with a BFA in Graphic Design along with a double minor in Marketing and English from the University of Texas at Rio Grande Valley