ETHOS
THE DEFINITION OF HOSPITALITY IS CHANGING.
And the definitions of “luxury” and “high-end” are changing along with it.
Subscribing to the “one size, fits one" and think small, we're told it's the new big mentality, we tailor our offerings to each client.
BE OUR GUEST
We take care of those who care.
In a way, we’ve come full circle; the notion of hospitality is once again rooted in people—helping them find true restoration and enjoyment.
Coupled with the impact of technology, the expectations for the hospitality industry are higher than they’ve ever been. Hotel managers have to deliver more than a clean room and a swift checkout. Restaurateurs have to worry about so much more than what’s on the plate. Developers need to curate local and immersive experiences to attract and retain both their tenants and community. In all cases, how these establishments are perceived by guests before they even enter the door will materially shape their opinion.
The new, expanded definition of hospitality is rooted in immersive experiences. Your guests want more than a great meal or a great room. They want a great story, one that they can retell to their friends. This is the new luxury, and it’s the new definition of success.
It's a handwritten note on the bed. A lounge act that brings Broadway to Brookhill. Or maybe it's a busboy who really didn't need to be as kind as he was.
You don't need five stars, or four stars, or a Michelin star. You don't even need to be in a business that counts stars. All you need to do is take good care of people – at the table, in their room, in their seats, or wherever the experience takes them. Because wherever there are brands that take a little extra care, The Plaid Penguin will be there to take care of them.
It all started with a stubborn mindset of nothing worthwhile came from the comfort zone (i.e. passion over a paycheck, giving up the good to go for great, no failures, only opportunities, etc.), an imaginative passion (maybe obsession) for design, food and human connection, and an unreasonably high-minded confidence in a flight path while unknown, would ultimately bear more fruits, provide balanced happiness and yield a bit more fun and excitement along the way.
131,400 hours later . . .
HISTORY & MISSION
We like being creative, but we like being creative problem solvers even more. In fact, we may enjoy nothing more than helping a client find breakthrough ways of reaching its audience. We know how to shift the buyer’s perspective on an incumbent brand that might be losing some of its relevance. We know how to help new brands quickly gain traction and then earn loyalty over time. We’ve helped owners with an eye toward expansion tell their story to investors and have also been extensions to large marketing teams at Fortune 100 organizations.
Wherever a brand is in its lifecycle, we work to identify the right set of activations to help you achieve your business objectives. All of our strategic, design and communications solutions are grounded in the following:
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A deep industry knowledge
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An unbridled enthusiasm for all products, services and brands with a hospitality forward mindset
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A recognition of the realities of your business.
Everyone on our team is dedicated to delivering the highest-quality work to our clients. Besides being the right thing to do, it just feels good when you know you’ve done your best.
PHILOSOPHY
& VISION
Everyone on our team is dedicated to delivering the highest-quality work to our clients. Besides being the right thing to do, it just feels good when you know you’ve done your best.
FOCUS ON QUALITY.
We listen to our clients’ needs and perspectives, do our research, and then share our own. The best council demands a multi-faceted understanding of the situation.
LISTEN. THINK. THEN ADVISE.
We hold our employees, clients, and partners in the highest esteem, treating them with the utmost professionalism and respect and working to keep them connected and involved, wherever they may be.
TREAT PEOPLE WELL.
We embrace technology for efficiencies, but the good stuff comes when we sit, look one another in the eye and gather around the same table.
STAY CONNECTED & COLLABORATIVE
The creative process is all about failing fast and learning even faster. Stumbling blocks occasionally emerge, but rather than dwell on them, we learn from our mistakes and move on (quickly) with a positive attitude. We’ll work it all out.
BE OPTIMISTIC AND READY TO ADAPT.
We aren’t looking to grow for the sake of growth. Our aim is to grow with our clients over time by becoming invaluable partners as they grow their businesses.
GROW WITH OUR CLIENTS.
OUR BRAND GUIDE
We love a good brainstorm session, but we also love a good bar chart. With us, you get creative talent and analytical problem-solving. No need to compromise.
WE’RE WELL ROUNDED.
Penguins are a loyal, collaborative bunch. We think of our client engagements as partnerships and enjoy working with other talented people to build and transform a brand.
WE PLAY NICELY.
We take on projects that excite us, so we are confident that our clients are getting our best work. We surround ourselves with people that also take great satisfaction in a job well done. Plus, it’s usually more fun this way.
WE GIVE OUR BEST.
We take the work we do seriously, but not ourselves. Have you ever watched a penguin toboggan?
WE’RE SERIOUS, NOT STUFFY.
WHO WE ARE
Our strategies and creative solutions are incisive. With our focus and expertise, you’ll get the best opportunity to hit the bullseye with your customers.
PERSONALITY
& TEAM
Speed, consistency and thoroughness are the hallmarks of our work. Our core staff is made up of 16 practicing professionals well-versed in the arts of communications and is supplemented by talented collaborators who bring their skill sets to fill specific needs to our diverse projects.
SIR IDEA MAN
JOE HAUBENHOFER
FOOD: Regiis Ova, Pringles, Chived up Sour Cream
DRINK: A Sutler’s Negroni
LIKES: Tarantino flicks, night golf & being at a cabin on a lake
DISLIKES: People who:
1. Stand up early on an airplane
2. Don’t return grocery carts
3. Walk by and don’t stop for lemonade stands
DIRECTOR OF OPERATIONS
SUSAN ROEHR
FOOD: Lobster
DRINK: Tequila
LIKES: Good food, cooking, coffee
DISLIKES: Traffic, pretentious people, cilantro
DIRECTOR OF
COMMUNICATIONS
LAURA GRAFF
FOOD: Brunch
DRINK: Vino
LIKES: Summertime, the first morning sip of coffee, putting out fires
DISLIKES: Cilantro, wearing shoes in the house, cold weather
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CREATIVE DIRECTOR
EDDY DOLANN
FOOD: Pizza
DRINK: Bourbon
LIKES: Campfires, Star Wars, my dogs
DISLIKES: Bad drivers, doing laundry, IPA's
MANAGER OF COMMUNICATIONS
NICOLE COPSIS
FOOD: Pastitsio (Greek Lasagna)
DRINK: Dirty Martini
LIKES: Golden hour, dry humor, true crime podcasts
DISLIKES: One-uppers, non-cartoon cats, weak coffee
LEAD DESIGNER
ANNA SCHOECK
FOOD: Pasta
DRINK: Aperol Spritz
LIKES: Movies, photography, travel
DISLIKES: Cucumbers, paper straws, a trackpad mouse
BRAND COORDINATIOR
OLIVIA SCHMIDT
FOOD: Panang Curry
DRINK: Aperol Spritz
LIKES: Changing seasons, farmers markets, whole milk
DISLIKES: Clutter, scary movies, palmetto bugs
BRAND COORDINATIOR
JOSIE NICHOLSON
FOOD: Chicken 'n Waffles
DRINK: Chilled glass of champagne
LIKES: Redheads, charcuterie boards, front porch sit
DISLIKES: Slow mall walkers, rollerskating, Halloween
GRAPHIC DESIGNER
NICK EDWARDS
FOOD: Brussels sprouts (mmmmm)
DRINK: Dr. Pepper
LIKES: NYT Mini, Kurt Vonnegut books, Pinterest
DISLIKES: Itchy sweaters, orange the color, orange the food
GRAPHIC DESIGNER
TAYLOR FERRY
FOOD: Tacos
DRINK: Shirley Temple
LIKES: Going out to eat, Surf's Up, traveling to new places
DISLIKES: Onions, wooden spoons, long lines
BRAND COORDINATOR
JULIA HAYDEN
FOOD: Udon
DRINK: Fresca
LIKES: Live music, rollerskating, vintage jewelry
DISLIKES: Lint, soggy sandwiches, pessimists
CONTENT CREATOR
CURTIS GROLL
FOOD: Sushi
DRINK: Lavender vanilla latte with almond milk
LIKES: Coffee shops, a hoodie that hoodies, extra cheese
DISLIKES: Decaf coffee, a dead phone, laundry
CLIENT MANAGER
ALYSE MEYERS
FOOD: Pasta and french fries (not together)
DRINK: Water, coffee & red wine (can’t pick one)
LIKES: Organization, traveling with friends, outdoors
DISLIKES: Carnivals (clowns), sharks, fake people
DEVELOPMENT DIRECTOR
JOEL KUEHN
FOOD: Chips & salsa
DRINK: Coffee
LIKES: Drums, problem solving, live events
DISLIKES: Whining, anxiety, scammers
BRAND STRATEGY & RESEARCH
CESAR HERNANDEZ
FOOD: Filete con patatas, huevos fritos y pimientos
DRINK: Scotch, single malt, from Islay, with one gigantic ice cube
LIKES: Phil Collins, Taylor Swift, Iron Maiden, Day Drinking
DISLIKES: Barcelona (the fútbol team), bad drivers, people calling anything a gazpacho… like no, that’s a cold soup, not a gazpacho, get your s*it together
WRITER & DIGITAL CONTENT STRATEGIST
JENNIFER MCGIVNEY
FOOD: Nachos
DRINK: French 75
LIKES: Old books, spoiled dogs, a freshly inked passport
DISLIKES: Bluetooth speakers on hiking trails, red streets on Google Maps, rhubarb
