Elevating brands and

empowering people.

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.