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

The woman at the helm who always has a plan, Penny leverages her expertise in research, strategy, branding, and business guidance to transform brands into powerful, results-driven solutions. She effortlessly navigates between overarching client goals and the intricate details that make a brand exceptional, overseeing brand strategy and creative direction while honoring each client’s unique story. Penny’s commitment to putting clients first, combined with her problem-solving strengths, consistently propels our clients and the Tenderling team forward.

Founding Tenderling in 2009 with her husband James W. Moore, Penny has spent the past 15 years growing the studio into a full-service creative agency. For the last 25 years, her leadership has grown global brands and boutiques alike, with deep knowledge of the hospitality and multifamily markets. The agency actively collaborates with clients such as Hilton, Fairmont, and Greystar, across the US and the Caribbean.

Penny has been honored with the American Institute of Graphic Arts 365 Design Award, as well as accolades from the Art Directors Club, I.D. Magazine, Print Magazine, and the Type Directors Club, including the Judges Choice Award. Her early desire to lead others began while teaching typography courses at the California Institute of the Arts and Otis College of Art and Design. More recently, she spearheaded the launch of Camp Scribble, a scholarship-based summer camp devoted to teaching branding and inspiring creativity in Austin youth.

A native Texan, Penny holds an MFA in Visual Communication from the California Institute of the Arts and a Bachelor of Journalism from the University of Texas at Austin. Her two proudest achievements are her children, who bring light and wit into the studio.

James stands as the guiding light of our company, embodying a rare combination of creative brilliance, exceptional design expertise and steady leadership that shapes every Tenderling project. His impressive 30-year journey has honed his unshakeable demeanor and adaptable problem-solving skills, consistently elevating our work to new heights. His talent has been consistently acknowledged with design awards from prestigious organizations like the Type Directors Club, Art Directors Club, and the Society for Environmental Graphic Design for decades.

With a Bachelor of Fine Arts in Visual Communication from the California Institute of the Arts, James’s background perfectly complements his practical expertise. Before Tenderling, James’ role as Associate Creative Director at Ogilvy & Mather’s Brand Integration Group in Los Angeles saw him contribute to branding and advertising campaigns for clients such as Motorola, Mattel and Lionsgate. His design work has earned recognition in respected publications like Metropolis, Print, Hearst Books and CalArts Press, as well as the California Design Biennial.

He joined Penny as Creative Director at Tenderling in 2009, where his expert guidance has been instrumental in producing award-winning creative work for numerous clients. His profound impact on hospitality brands like Hilton, Hyatt, Fairmont and Viceroy is a testament to his skill and vision. While James may seem reserved, he never hesitates to share his valuable insights. He constantly strives to push the creative output of our team to be better than our last work.

James finds joy in simple pleasures—savoring BBQ, admiring classic cars (including his 1963 Chevy Corvair), exploring new destinations, playing with his beloved dachshunds and above all, cherishing time with his two children. He always has a perfectly timed dad joke or a surprising story of his previous adventures, which continually bring joy to the office. His calming personality, wealth of experience and unwavering dedication make him a source of inspiration for us all.

A key figure at Tenderling for over a decade, Rachel now acts as Studio Director, overseeing and directing multiple client projects on a day-to-day basis. She ensures smooth project workflow throughout the studio and collaborates with the team to see design work through to completion. Rachel excels at connecting clients and their needs with smart, problem-solving design solutions, consistently delivering the best possible product. Dependable and insightful, she provides invaluable feedback to elevate projects, always ready with a clever pun when needed.

Born and raised in Austin, Rachel holds a Bachelor of Fine Arts in Graphic Design from the Academy of Art University in San Francisco and a Bachelor of Science in Advertising from the University of Texas at Austin. She has worked on prestigious brands like Hyatt Unbound, Hilton, Fairmont, and Viceroy, as well as award-winning boutique brands such as The Eliza Jane in New Orleans and Holston House in Nashville. Prior to joining Tenderling, Rachel began her design career in publishing at Greenleaf Book Group and the Austin American-Statesman.

Rachel’s expertise extends beyond design. She is adept at project management, team leadership, and strategic planning, ensuring that each project not only meets but exceeds client expectations. Her comprehensive understanding of both the creative and business aspects of design makes her an invaluable asset to Tenderling.

As a proud mother of two, Rachel skillfully balances her super-mom duties with her passion for Tenderling’s success, embodying dedication and excellence in every aspect of her life.

Emily acts as our resident content expert, seamlessly managing all written aspects of brand development, from naming and storytelling to tone of voice. Her exceptional research skills allow her to analyze brand targets and competitive sets, determining precisely how each brand should communicate. Emily’s ability to effortlessly switch between tones of voice for multiple brands simultaneously is invaluable to our team.

Emily graduated from Sam Houston State University with a Bachelor of Arts in English and a minor in Creative Writing. A Texas native from Dallas who has also lived in Houston, she now prefers Austin’s vibrant social scene and suburbs. Before joining Tenderling, she honed her skills as a copywriter at Hallaron Advertising Agency, where she worked on social media strategy, website content and more.

In addition to her writing prowess, Emily plans content strategy and aligns copy with visual elements to create cohesive branding systems. Her strategic approach ensures that every piece of content not only reflects the brand’s identity but also resonates with its audience. Her multifaceted expertise and creative flair make her an indispensable asset. As the “Friends” theme goes, she’ll be there for you.

In her spare time, Emily enjoys watching movies and reading, often with her cat Obi by her side. She has a niche reference for every situation (which she will explain in-depth for full context) and her broad taste in music perplexes her coworkers. Always willing to drop everything to lend a helping hand, Emily’s harmony and empathy strengths shine brightly and bring light to the team.

Kayla brings over a decade of experience as Lead Developer for Tenderling’s web department, combining her deep understanding of the latest programming practices with a commitment to developing clean, consistent sites for our clients. As the leader of our development team, she ensures that every project is executed with precision and quality.

Kayla studied applied mathematics and computer science at Missouri State University and the University of California, Los Angeles. She has developed over 200 websites across a wide range of industries, including small businesses and real estate companies. Her career includes roles at Gryphix Creative and Virtual Results, Inc., as well as running her own successful company.

An expert in her field, Kayla is unmatched at completing complex coding systems. She balances the team’s creativity with practical, strategic solutions, always prioritizing long-term client usability. Known for her innovative problem-solving skills, she never opts for the easy way out, but focuses on finding the smartest solution. Her colleagues fondly call her the wizard of the team, as she consistently produces inventive results.

Beyond her professional achievements, Kayla’s big personality and proficiency in all things screen make her an invaluable asset to the team. After work, you can find her immersed in a stealth RPG game or building a new Lego model, both of which require her trademark dexterity. She knows the answer to about 98 percent of any question you could ask, which is why her nickname is “Kayla with the Facts.”

Jeff’s dedication to his craft is truly inspiring. With over two decades of experience in design, he pours himself into every project, meticulously researching and refining each detail to ensure his clients receive nothing short of excellence. His versatility in both print and web design is a testament to his adaptability and keen eye for synthesizing content across various mediums.

Jeff’s educational background from York College of Pennsylvania, coupled with his experience in the Job Propulsion Lab program, laid a strong foundation for his career. Winning the Best in Show Addy from the American Advertising Federation is recognition of his exceptional talent. His professional growth at Ampersand Agency, showcases his leadership skills and ability to guide creative teams effectively.

Jeff approaches each project with genuine enthusiasm, viewing it as an opportunity to not only showcase his expertise but also to expand his knowledge. His passion for learning and his dream of one day competing on Jeopardy speak volumes about his curious and ambitious nature. His talent for creating beautiful brand systems is a direct result of his deep understanding of both creative and client perspectives.

Outside of professional life, Jeff’s dedication extends to his personal pursuits. Whether he’s chasing after his son or tending to his lawn with the same attention to detail he brings to his design work, his passion is evident in everything he does. And let’s not forget his brush with game show fame–winning a car on Let’s Make A Deal! (Don’t worry, we found the video evidence, and we can tell you it’s amazing.)

Vanesa possesses a remarkable gift for crafting human-centered narratives through her brand work. She effortlessly balances client needs with meaningful design execution, providing our team with irreplaceable insight. Her passion for expressing emotions visually, using a brand’s colors and typography to convey its personality, is both genuine and effective.

Vanesa graduated from the University of Nebraska at Kearney with a degree in Visual Communication & Design and her Senior Exhibition, Brewzled Brewing Company, earned her a Silver Award in the American Advertising Awards. She has more than seven years of hands-on experience in all aspects of branding, from form-making to digital marketing and print collateral.

An ability to bring life to a client’s message through her work is essential to our team. She dedicates herself to the finer details of each project to ensure no design solution is left unexplored. She also has a secret passion for hand-lettering, which she strives to incorporate into her work whenever and wherever she can. Whatever the project calls for, she takes pride in injecting each of her designs with life and vibrance.

Born and raised in the Midwest, Vanesa has found a deep love for Austin—whether enjoying a picnic at Zilker Park or laughing over drinks at one of downtown’s new restaurants. She’s always outdoors, and you can almost always find her exploring the hiking trails around the area with her loyal pup Benny. Otherwise, she’s probably hanging out at home trying to keep up with House of Dragons.

Elsy bridges the gap between our Design and Development teams, breathing life into our brands through her exceptional web work. Her deep fascination with human interaction and the world around us shines through in her thoughtful research and design approach. She has a remarkable ability to weave narratives into her web designs, creating meaningful connections with users through carefully crafted experiences.

Elsy graduated from the University of Colorado Boulder with a degree in Creative Technology and Design, complemented by a certificate in Writing and Rhetoric. Her experience as a UX Designer and Researcher for the NSF Institute for Student-AI Teaming during and after college shows her expertise in user experience. She was also published in Human Computer Interaction International 2022.

Her expertise in Figma, extensive knowledge of UX design and refined design sensibility are indispensable assets to our team. Her flair for fashion adds a layer of aesthetic appreciation to her websites, and she even developed her own fashion app called “Strut”—a testament to her creativity and understanding of user interaction. She also has previous experience spearheading branding initiatives at Terradepth.

While her roots are in South Dakota, Elsy has embraced Austin as her home. Her love for the lake and mountains, passion for writing and yoga and enthusiasm for exploring new hobbies mirror the diverse range of brands she works with. The queen of accents, matching sets and being dairy-free, Elsy brings unmatched talent and fun to the Tenderling team.

Cameron’s video and motion work perfectly aligns with her vibrant and dynamic personality. Her commitment to delivering exceptional results for each client is evident in the meticulous care she puts into compiling and editing videos, bringing brands to life with genuine passion and skill. She elevates branding through video, animation and social media strategy, a vital role on the Tenderling team.

Cameron attended Savannah College of Art and Design where she earned a degree in Motion Media with a focus on Advertising and Branding. Her team-focused leadership skills started with her role as the storytelling lead in a pro course with Google Education. She exudes an entrepreneurial spirit– raised by a family business, founded her own design company at 16 years old and recently started a product page on Instagram.

Transforming static assets into lively, engaging experiences and breathing new life into what were once 2D presentations is Cameron’s niche and passion. Her contributions to photo shoot planning and social media strategy further demonstrate her ability to infuse vitality into branding projects. With a deep-rooted love for immersive storytelling through video, her ability to balance practicality with aesthetic appeal is vital in creating compelling visual narratives that resonate with audiences.

Beyond her professional accomplishments, Cameron’s personal touches bring life and laughter to the office. Her published book sits in our office library. We appreciate her simple joys, like enjoying a cold Coke Zero or leading the team’s lunch plans. A blend of talent, unmatched work ethic and genuine warmth, Cameron enriches our team and the work we do.

Andy’s passion for creative form-making and brand exploration is truly inspiring. An illustrative approach to projects intertwines with his deep want for understanding clients’ goals and audiences. His thoughtful design process delves into the core of branding, crafting visual narratives that authentically answer the “why” behind each project.

Andy’s educational background in Art and Design from Bridgewater State University is coupled with over seven years of freelance graphic design experience to develop his skill set. He comes from a diverse creative background, spanning from album and merch design to woodworking projects. His near-degree in philosophy also makes total sense, as he always has thought-provoking questions (about design and life in general).

As a visual problem solver, Andy has a profound ability to develop cohesive branding systems that address both client needs and aesthetics. His experiences have honed his keen eye and patience, qualities that are crucial to our brand work. The creative solutions he brings to the table are always backed up with research, deep thought and a list of possible nuances.

Personal interests such as hiking and reading speak to Andy’s well-rounded nature and desire for betterment. He’s been known to indulge in a smoothie from Juiceland and always comes into work with some kind of green concoction. His inquisitive mind, upbeat attitude and multifaceted talents make him a positive and valuable addition to Tenderling’s office and creative output.

Karen’s quiet demeanor is outshined by a deep dedication to her craft, as she tirelessly works to perfect every project entrusted to her. She strives to meet each client’s needs while consistently producing designs that are not only beautiful but also reliable across various mediums. With such keen attention to detail, she ensures that she gathers all necessary information to create truly effective designs.

Karen’s educational background, with degrees in both Graphic Design and Communication Design from Austin Community College and Texas State University, has provided her with a strong foundation. Her journey from her hometown of San Sebastián del Oeste in Mexico to her previous roles at ArtHouse Design in Denver and John McNeil Studio in Berkeley has shaped her perspective and approach to design.

With four years of experience under her belt, Karen has developed an adaptability that allows her to seamlessly transition between print and digital projects. Her ability to tune into each client’s specific requirements is a testament to her dedication and professional growth. A diverse background and unwavering commitment to quality pair to create what we like to call “our Perfect Karen.”

Karen has a deep love for animals, especially her cherished tabby cat Luna. Her passion for travel and music speaks to her curiosity about the world, while her secret interest in archaeology and anthropology adds a fascinating layer to her creative process. The way she subtly weaves these interests into her designs is exceptional and adds depth to her work.

With over 10 years of experience as a full stack developer, Erin excels in both the visual elements and backend coding of websites. She maintains a keen focus on the bigger picture while understanding the critical importance of details. Erin’s passion for web development and her dedication to staying updated on the latest coding trends ensure that she consistently delivers the cleanest, most responsive sites to our clients.

Erin graduated from Florida State College at Jacksonville with a degree in IT Management. Before joining the Tenderling team, she worked as a freelance developer for over a decade, leading various projects across different industries. Her multifaceted experience has honed her skills in both app and web development, enabling her to meet tight deadlines with precision.

Erin thrives in fast-paced environments, adeptly delivering swift and effective solutions without compromising quality. Her inventive programming approaches provide the Web Development Team with fresh perspectives to overcome challenges quickly and efficiently. She seamlessly integrates the latest trends and advancements into her work, ensuring that our clients benefit from cutting-edge solutions.

Outside of work, Erin enjoys playing video games on her Switch, such as The Legend of Zelda: Tears of the Kingdom and Animal Crossing, while lounging with her cats. She’s also an avid Disney World enthusiast, visiting almost every year since childhood. Her “go-with-the-flow” attitude is perfect for our team, where new web projects are constantly moving through the studio.