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.

Rachel has spent the last 10 years perfecting skills in form-making and storytelling as fundamental elements in her approach to creating visually impactful design solutions. Working at Tenderling since 2013, Rachel puts her creative juices to work tackling the studio’s wide-ranging project needs. Along with overseeing the day-to-day design details for Tenderling, she also manages production planning for the studio’s print and interactive projects.

Before finding her place at Tenderling, Rachel started her design career in publishing—creating multimedia campaigns for the Austin American-Statesman and designing for Green Leaf Publishing in Austin.

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 a designer at Tenderling, Sonia's talent lies in her collaborative spirit and analytic approach to tackle client needs. She can design eye-catching graphic solutions that are quick at the draw to keep projects moving at a fast pace. Her dynamic aesthetic sensibilities combined with excellent attention to detail make her a true team asset in Tenderling’s print, environmental and digital marketing.

Sonia's passion for visual storytelling led her to Tenderling, where she works with a variety of clients including The University of Texas at Austin, Hilton Hotels & Resorts, The Resmark Companies, Viceroy Hotels, Residences and Resorts, Hyatt Hotels and many others.

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.